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What does it take to make your brand 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 depending on the market you are operating in. We present...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise

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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

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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

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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

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Bridging the gap (Seeing through BoP eyes)

If they are to guide brand strategies amongst Base of the Pyramid (BoP) consumers, researchers must learn to operate without the shared assumptions on which communication typically relies. In this feature, we explore how the absence of such common...

March 2015 | Cultural insight

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What does it take to make your brand 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 depending on the market you are operating in. We present the...

October 2014 | Brand & Communication , NeedScope , Cultural insight , People and expertise