Framework aims to help marketers and brand managers know they’re making the right decisions when banking on nostalgia.
Research gives a new perspective on evoking nostalgia in marketing Read More »
Forty percent of brand citations in organic search results do not show up in AI overviews for the same query, study finds.
When the same online search query produces vastly different results Read More »
‘Best pies in town’. ‘Our city’s favourite hotel’. Unsubstantiated claims, but academics find this puffery does add bottom-line value.
Are vague claims good for your brand? Researchers say the answer’s ‘yes’ Read More »
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
Cracking the Africa Code: The functional path to market leadership Read More »
Shoppers are not returning to old habits – they’re redefining them. And affordability is still the single biggest decision driver.
Ghana’s consumers are coming back, but it’s a cautious return Read More »
Despite income gains, financial pressure remains visible in consumer behaviour, latest data from the Marketing Research Foundation reveals.
Cost of groceries the primary worry for almost half of SA consumers Read More »
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
Cracking the Africa Code: The functional path to market leadership Read More »
Subtle differences in language can shape how consumers make certain time-focused buying decisions, Canadian researchers say.
How marketers express time can affect what consumers buy, study finds Read More »
The journey towards data- and AI-driven customer interaction remains in its formative stages, study emphasises.
AI is no silver bullet, say senior marketers on three continents Read More »
Using slang identifies a social affiliation or particular relationship. Brands should beware of using it inappropriately.
To slang or not to slang? That is the question for marketers Read More »
