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What could politics learn from brands?
Like most businesses, political players want to increase their slice of the available market – and like most businesses, they can only do so through proper, contextual understanding.
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Traditional Trade’s gatekeepers
Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it. We present a framework for understanding the motivations of traditional trade’s...
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Face-to-face 2.0
Digital technology has highlighted what’s wrong with face-to-face surveys – now it’s time for it to rejuvenate them. We report from the frontline on how tablet devices and the digital data collection...
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Marketers: the future is ready for you now
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
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The empire strikes back: resilient Turkey rises again
Long seen as a bridge between Asia and Europe, Turkey is itself bridging the gap between demographic potential and robust, resilient growth.
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What does it take to be a hero
It's a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. But taking on the Hero role demands a very different approach in different...
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Market in focus: Mexico
Jorge Vargas, CEO of TNS Mexico, reveals how a national campaign against obesity is creating new challenges and opportunities for brands.
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The paradox of protocols
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by...
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Four personas of connected consumers
The nuances of today’s digital lives demand a new form of segmentation. Meet the four personas of connected consumers that can guide multi-channel strategies in a fragmenting media landscape.
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The other side of the story
Brands are obsessed with the art of telling stories. However, only by unearthing deeper narratives within their audience's minds can they tell original tales that connect on a deeper level. We reveal...
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Transform results by focusing on receptive audiences
The best ad in the world won’t deliver results if it can’t reach those likely to buy its product. A future-focused approach to identifying receptive audiences is delivering results where traditional...
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Get ready for a resurgent Thailand
Consumer confidence is rebounding in Southeast Asia’s second-largest economy. We’ve got the essential strategies for brands looking to align themselves with a positive national mood.
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Super Bowl vs. Oscars: Social Media's Winners Revealed
Our unique social media analysis reveals the brands that gained most from their Oscars and Super Bowl campaigns.
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Taking control of your emotions
Every brand touchpoint generates an emotional reaction. If you don’t pay attention to your brand symbolism, you have very little control over what that reaction is. Find out how to start mastering...
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Getting to know the giant of Africa: opportunities for brands in Nigeria
It’s the largest economy in Africa and one of the fastest-growing on earth, but how well do you really know Nigeria? Here’s our summary of the key opportunities.
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Bridging the divide between brand and shopper marketing
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the...
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How brands can position themselves to appeal to Argentinians
A richly diverse market ripe for disruption and with an appetite for global brands: we reveal how Argentina can repay those marketers prepared to tackle its financial challenges.
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You're listening but are you learning
The millions of experiences that customers share on social media should be a game-changing opportunity for brands. But to take advantage brands need a way to decode social data and translate it into...
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The Ideal Man: The challenges of national cultures for global brands
Why is a set of perfect white teeth imperative for Americans? Why are Chinese men so slow to trust each other? Why did the Italians re-elect Berlusconi so many times? TNS’s unique study of the Ideal...
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Making me.gov happen
We’re entering a new era of digital government that could transform how citizens feel about their state. Here’s what research needs to do, to make it happen.
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