Latest news & insights

Related articles thumbnail

Why does British humour fall flat in China?

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...

September 2015 | Qualitative , Cultural insight , Podcast

Related articles thumbnail

Why don’t German men want a Hollywood smile?

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...

June 2015 | Cultural insight , Podcast , Qualitative

Related articles thumbnail

The Ideal Man: The challenge of national cultures for global brands

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...

June 2015 | Cultural insight , Qualitative

Related articles thumbnail

The four personas of connected consumers

The nuances of today’s digital lives demand a new form of segmentation. In this feature, you’ll meet the four personas of connected consumers that can guide multi-channel strategies in a fragmenting media landscape, and explore how the dimensions...

December 2014 | Connected Life , Qualitative , Technology enabled research

Related articles thumbnail

The value of context

Behavioural intention, such as going to the gym, losing weight and staying healthy, does not always translate into actual behaviour; and strong, personal brand preferences do not always translate into actual brand choices. Qualitative research...

December 2013 | Qualitative , Behaviour change

Related articles thumbnail

A manifesto for qualitative research

Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. In this manifesto for the future of the discipline, TNS’s CEO Global Qualitative Practice,...

November 2013 | Qualitative , SuperGroup , SuperClinic , Insightment , Activation Workshops , People and expertise , Innovation and ideation