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The concept of trust has usually been associated with stasis more than change. It brings up images of age-old, time-tested, large, solid brands and organisations with large and loyal user bases.
Two decades ago, mobile connectivity enabled underserved populations in emerging markets to leapfrog their way past the non-existent landline infrastructure.
Digital ad spend continues to rise, and is forecast to top $203bn in 2018 (GroupM, 2017). Yet despite continuing growth, many senior marketers from the most valuable global brands lack confidence in digital advertising’s ability to truly deliver against its great promise: to create seamless, personalised experiences online, in the crucial moments that matter between people and brands.
Over the past decade, social media have opened up a world of connection, allowing people to communicate, share ideas, activities, events, play games, listen to music and more. So it’s not surprising that this ecosystem is fast becoming crucial real estate for brands vying to reach potential new customers by creating seamless shopping experiences through native ecommerce.
New survey exposes generation gap in tackling packaging waste
How can YouTube's rich and personalised experience provide inspiration for brands seeking to gain cut through and ensure relevance?
The second wave of Kantar TNS’ GDPR Awareness Index shows that public awareness of GDPR remains low, unchanged from last month at 34%. Understanding of what is covered by the new regulation also remains poor.
GDPR (General Data Protection Regulation) is set to disrupt data acquisition and usage practices in Europe, as well as affect emerging markets. How can brands ensure a fair value exchange of ‘data for services’ in this high-scrutiny environment?
We invite brands into our lives to provide the products and services we need. And in this connected, switched-on world, we expect them to be available to us whenever and wherever we want. Yet this creates tension: exactly when and how are brands welcome to add value?
While ‘post-truth’ has become a popular catch phrase thanks to the political turbulence of the last couple of years, the crisis of trust in the connected world extends much beyond recent history.
How can banks redefine themselves for a digital age, creating moments that drive revenue and deliver a coherent brand experience?
Although adoption of digital payments has been driven by younger generations, it is the older consumers, with buying power and savings who present the greatest opportunity for banks to capitilise on.
The best new beauty brands are rethinking the moments they share with their customers entirely for the digital age. What are the keys to their success?
Modern life is fast, furious and unpredictable. The internet facilitates the travel of trends from one side of the globe to the other, inspiring experimentation leaving brands with a traditionally loyal fan base face in stiff competition.
Once upon a time baby boomers were teenagers, the American dream was gold and owning a car was the ultimate status symbol. The automotive industry enjoyed limitless enthusiasm from its customers since so many important moments in their everyday lives depended on the freedom their vehicles provided.
As people’s snacking behavior changes, new opportunities arise for snack food brands to update and innovate around key moments.
As digital technology revolutionises how people plan and book holidays, the travel industry has evolved to capture the power of the moment more than ever before.
We live in an ‘on-demand’ economy, with goods and services designed to arrive at lightning speed for virtually all of life’s moments.What does this mean then, for a product such as insurance? A product with an intangible and indefinite benefit?
Every month the Office for National Statistics (ONS) publishes a range of indices including the key National Statistic the Consumer Prices Index (CPI) as a measure of the inflation in the UK for a basket of goods and services. Kantar TNS UK has been the proud partner of ONS for collecting data for the CPI since it was originally awarded in 1994. The research is produced in conjunction with ONS, The Government and The Bank of England (BoE).
Women are from Venus and men are from Mars, or so say the tired tropes. Yet, at a time where gender roles are in flux, brands should be designing to gender differences.
Picture the scene: you’re trying to share a video with a couple of friends to illustrate a point you’ve been arguing about for the last half hour. As the video loads, an ad pops up at twice the volume of what you’ve been playing before.
As people increasingly become connected, brands have a greater opportunity to reach them, but marketers are facing a greater risk of delivering an inconsistent brand experience
In order to grow their share of eCommerce in any given region or country, marketers must understand the nuances of the particular part of the town square they are dealing with.
If brands are to form the right partnerships and influence the right people, it’s vital they understand how the new influence works.
As their audiences become more connected, brand marketers need to be open-minded about where their best opportunities lie
Emotional Intelligence can be summed up as the ability to recognise and respond to how others are feeling at a particular moment in time
Digital marketing strategies have historically had the web browser and the search engine at their heart. Marketers have relied on these channels to lead audiences to brand experiences on owned websites, to online video platforms where they can consume brand content, to eCommerce platforms where they can complete their purchases.
What pushes an online video past the tipping point in terms of sharing and reach? What separates those with genuine momentum and sustained influence from those that generate a brief flare of interest before fading away?
Grocery shopping is the next big eCommerce growth story – but do brands have the right strategy to compete online?
As crowdsourcing goes mainstream in the marketing world, there has been a growing debate about its usefulness over traditional methods of problem solving – particularly when it comes to crowdsourced creativity for brand development and innovation.
What do effective social media campaigns look like? Marketers have become accustomed to measuring impressions, likes, retweets, shares as a measure of success. But what impact does this generate for brands in the long-term?
The touchpoints revolution has created a big bang of rapidly emerging new data sources – but between these points of light, it’s also created black holes in our understanding that only a re-engineered approach to research can fill.
It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are interested in buying complete, off-the-shelf, pre-defined customer journeys.
Google’s Matt Brittin once likened programmatic to teenage sex – and it’s easy to understand why. Everyone seems to be worrying about whether the competition is doing more of it, or doing it better than they are. The truth, though, is that worryingly few people know what they are doing at all.
TNS asked media owners, media planners and marketers to talk about the issues that research must help them address this year. Here are the challenges topping their list – an agenda for marketers and market researchers in 2016:
To look into the future you need predictive brand equity scores. TNS is pioneering this switch. The surveys for which we are known are being enhanced by modelled social media and search data, which accurately predicts brand equity months in advance of survey data.
The daily use of mainstream social media is rising at 6% a year – but use of Instant Messaging (IM) platforms is increasing at double that rate. More than half of global internet users are using messaging apps on a daily basis – and this is pushing platforms such as WhatsApp, WeChat, Viber, Snapchat and LINE towards the centre of social experiences.
The ‘Ideal Man’: exploring men across cultures to discover unique insights for brands. What should brands keep in mind when using humour in global advertising campaigns? The Ideal Man study by TNS Qualitative looks at how different cultures...
If brand and shopper marketing are to work better together, they need to talk the same language
Digital technology has the power to transform relationships between citizens and the state, in a personalised, ‘me.gov’ paradigm for government services. But it can only do so if it has the right research to guide it. In this feature, we explore the key questions that research must answer in order to enable a new era for digital government.
The ‘Ideal Man’: exploring men across cultures to discover unique insights for brands The Ideal Man study by TNS Qualitative looks at how different cultures instinctively construct and represent their idealised man. In this podcast, the study’s...
Why is a set of perfect white teeth such an imperative for Americans? Why are Chinese men so slow to trust each other? Why did the Italians re-elect Berlusconi so many times? These questions are hugely important to global brands, because in today’s...
Every day millions of customers share their experiences of products and services on social media. This ought to be a game-changing opportunity for brands and businesses to transform those experiences. Yet the constant stream of social media feedback has proven difficult to translate into real-time, actionable insight. Until now, that is.
Our unique social media analysis reveals the brands that gained most from their Oscars and Super Bowl campaigns.
Emotion is fundamental to every decision that every consumer makes. It enables our fast thinking, exerts an unconscious influence over our choices and is always, always in play when it comes to how we respond to brands. Brands can only become...
A future-focused approach to identifying receptive audiences is delivering results where traditional targeting has failed.
Running a global research programme? Here are the three principles of successful global protocols.
Key characteristics that give emerging giants their competitive edge – and how they can keep that edge sharp as they expand.
Learn about the benefits of brand irresistibility in this in-depth article from the founders of NeedScope.
The insights of Behavioural Economics can seem like the answer to policymakers’ prayers.
Qualitative research has become a commodity – Rebecca Wynberg sets out a manifesto to reclaim its ability to shape business strategy.
When it comes to capturing an audience’s attention, brands have more channels available than ever.