Snapchat and Instagram usage soar but 26% of consumers actively ignoring brands online

Connected Life study reveals opinions divided when it comes to brands on social. Read more

September 2016

Marketing in the Social-Mobile world

In many mobile-first markets, the web experience built around desktop PCs, browsers and search engines is not the norm. In parts of Asia and Africa, social platforms are how people access, experience and purchase through the web Read more

August 2016

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August 2015

The secrets of igniting online video sharing

It's not just top-tier influencers marketers need to target. Second wave influencers hold the key to sustained engagement Read more

July 2016

How FMCG brands will win in grocery’s eCommerce boom

Grocery shopping is the next big eCommerce growth story – but do brands have the right strategy to compete online? Read the full article

June 2016

Embracing crowdsourcing for the right reasons

There’s been a growing debate about the real value and cost-effectiveness of crowdsourcing over traditional problem-solving methods. So how should brands approach crowdsourcing to harness its creative power? Read more

June 2016 | Qualitative

Why going viral is not enough: the shape of effective social media campaigns

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? Read more

May 2016

How to fill Big Data’s black holes

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. Read more

April 2016 | Brand & Communication

Building better brand experiences in the Touchpoint Revolution

Discover the challenges of building better brand experiences during the Touchpoint Revolution, and reveal how focusing on emotion can deliver coherent customer journeys no matter what form they take. Read more

March 2016 | Brand & Communication, Digital

Programmatic performance anxiety? Here’s how to cure it

Find out why brands are getting programmatic wrong and the real significance of automated targeting for media planning and creativity. Read the full article

February 2016 | Digital
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Latest news & insights

Emotional intelligence through data Emotional Intelligence can be summed up as the ability to recognise and respond to how others are feeling at a particular moment in time. Without it, relationships tend to break down – and that’s the risk...

September 2016

Marketing in the Social-Mobile world 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,...

August 2016 | Digital

The secrets of igniting online video sharing 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...

How brands will win in grocery’s eCommerce boom On June 9, Amazon announced the launch of its AmazonFresh online supermarket in London, with the likelihood of rolling out this same-day delivery across other major UK cities.  It’s the...

June 2016 | Shopper

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...

June 2016 | Qualitative

What do effective social media campaigns look like? Marketers tend to answer this question by adding up numbers. They keep score of views, likes and shares, of the number of feeds that their activity appears in and the number of actions that...

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. A new...

April 2016

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...

Super Bowl ads may have unique $5m price tags attached to them; they may reach more TV viewers, and receive more media attention than any other marketing opportunity; but when it comes down to it, they face the same challenges as any other...

February 2016

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...

February 2016

In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers' lives – and how they bring those roles to life across platforms and touchpoints. To be effective, they need a means of targeting...

Marketers need sophisticated information which enables them to look to the future, not the past, says Rosie Hawkins, global head of brand and communication at TNS A constant complaint about market research is that it is backward looking....

December 2015 | Brand & Communication

New forms of social platforms present a new set of challenges for brands – and they can’t afford to duck them For the best part of a decade, our online social lives have been defined by a handful of giant networks: Facebook, Twitter and (...

November 2015 | Qualitative, Digital

The dynamics of transforming consumer behaviour Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the...

November 2015 | Connected Life

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 Kantar TNS Qualitative looks at how different...

Business has been booming in the Middle East over the past 10 years, particularly in the United Arab Emirates, Saudi Arabia and Qatar. With this exponential growth comes an ever-increasing demand for talent. However, finding the right people...

June 2015

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...

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...

Why is a set of perfect white teeth imperative for Americans? Why are Chinese men so slow to trust each other? Why is 'scoundrel' a compliment in Brazil? Why do German men think it is okay to walk around naked? And why are British men...

Argentina is a market ripe for disruption; a diverse society with an appetite for global brands. And yet immediate challenges around inflation and the economy have led to several such brands abandoning the market altogether. In this feature...

June 2015 | Argentina, New markets

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...

Time and time again brands see their hard-won place in consumer hearts and minds failing. Nothing exerts so great an influence on shoppers’ choices as brand equity; the way a shopper feels about a brand and his or her existing relationship...

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. In this feature we explain the techniques...

What does great marketing look like in the social media age? Why does one piece of activity set social platforms alight when another barely resonates? And what does it really mean for the brand when it does? These are questions near the top...

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...

One in every four Africans is a Nigerian – and with their economy recently overtaking South Africa’s to become the continent’s largest, the “giant of Africa” represents a vast opportunity for brands. However, Nigeria demands an approach that...

April 2015 | Nigeria, New markets

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...

March 2015 | Cultural insight

As consumer confidence returns following the end of a military coup, western brands face renewed competition from local challengers for a share of Southeast Asia’s second-largest economy. We reveal the strategies that can unlock growth by...

February 2015 | Thailand

The best product in the world, with the best ad in the world, won’t sell as expected if that ad isn’t seen by a receptive audience. As traditional approaches to targeting struggle to cope with a changing media landscape, we reveal how a...

February 2015 | Digital

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. The fact is though, that many brands are too busy...

December 2014 | ThinkTank

Jorge Vargas, CEO of TNS Mexico, reveals a market where indigenous and Catholic traditions mix with a rapidly growing economy, an assertive younger generation and new challenges and opportunities: The rapid-growth characteristics that...

December 2014 | Mexico, New markets

The global research programmes that deliver the best value are not the most standardised – and they are not usually the most elaborate. TNS’s experience of working with global research programmes shows how brands can create strong, flexible...

December 2014

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...

Brand equity may provide a clear, single-number measure of how brands are doing, but it is situational equity that often holds the key to helping them do better. If brand equity is the marketing equivalent of Robert Brown’s famous pollen...

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 digital data collection are transforming the potential of fieldwork...

November 2014 | Research methods, Mobile

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...

Long seen as a bridge between Asia and Europe, Turkey is itself bridging the gap between demographic potential and robust, resilient growth. With a growing line of globally recognised brands, established digital infrastructure and a...

October 2014 | Turkey

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 gatekeepers and influencing their decisions...

October 2014 | Shopper, New markets

Mobile shopping apps have been giving retailers showrooming-haunted nightmares for several years now. But when we look beyond how many people install these apps and ask how many people actually use them, a very different picture emerges. In...

Metaphor provides marketers with immensely powerful tools: a means of tapping into the intangible emotions and aspirations that dominate human lives and personalities. Yet the power of metaphors mean they must be handled with care. In this...

If brands want to succeed in content marketing, they need to focus on putting the right material in front of audiences with a genuine appetite for it. Connected Life proves that many of the best opportunities for doing so are currently...

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. In this feature, we reveal the techniques honed in...

September 2014 | Political & Social

Online sales growth routinely outstrips any other kind – yet less than half of all online research translates into purchase. Connected Life reveals the barriers that keep shoppers in different cultures browsing rather than buying, and the...

Real-time marketing can seem like an impossibly competitive area for brands, but that’s largely because their definition of it is far too narrow. For most, the most relevant opportunity isn’t being the winning tweet during the Superbowl or...

Consumer brands have rushed into Myanmar since it threw open its market gates, eager to promote their products to this exciting new demographic, but unsure about a culture that has remained isolated from the world for so long. In this...

August 2014 | New markets

The connected car has plenty of passengers eager to come along for the ride: safety campaigners, environmentalists, insurance campaigners, car rental companies and motorists themselves, all have ambitious plans for the technology. But...

August 2014 | Automotive

Digital markets adopt different personalities as they evolve, shaped not just by the availability of connected devices but also by the attitudes towards them. And that means marketers need to look beyond internet penetration statistics when...

The world’s growing ranks of mobile-centric consumers don’t just use a different device; they access different types of content, in different ways and on different platforms. To reach them through their handset, brands need to think beyond...

  Cambodia offers global brand some of the most exciting growth opportunities in Asia – provided they can adapt their positions to a patriotic and forward-thinking culture. In this feature we reveal the characteristics that add up to...

July 2014 | Cambodia, APAC, New markets

Predicting, managing and profiting from new technologies is one of the most important challenges that business leaders face. It requires them to integrate a hugely diverse range of perspectives in a meaningful way: they must balance the...

The goal of most advertising is to acquire new customers. Unfortunately, that’s not what most advertising actually does. In this feature, we explain how many apparently successful ads only deliver significant engagement amongst consumers...

Giant companies from rapid-growth economies are transforming the make-up of global business. They are doing so through decisive corporate cultures, in-depth market understanding and a precision approach to identifying and acting upon...

It sounds like a simple question, but recent advances in neuroscience prove just how complex a challenge gaining and holding attention can be. In this feature, we explore how external stimuli, memories and priorities intersect to decide...

A young, literate workforce and one of the fastest-growing middle-class populations in the world have helped to earn Indonesia membership of the MINT group of most-promising economies. Western tastes and familiar media channels appear to...

April 2014 | Indonesia

In the Year of the Horse, there is no letting up in China’s passion for luxury horsepower. Despite concerns over economic slowdowns and government regulations, the number of new manufacturers and new models competing in this sector continues...

April 2014 | Automotive

As the future of quantitative research is defined by Big Data, the future of qualitative study should be organised around Big Metaphor: a form of psychological understanding that it is uniquely qualified to provide. Metaphors communicate...

Our view of consumer behaviour has acquired new dimensions thanks to the contribution of behavioural economics, which reveals a previously hidden landscape of unconscious and contextual influences on our behaviour. Behavioural economics...

The world has many popular brands but only a select few have the magnetic power of irresistibility. Now a new study from TNS has revealed what it takes to become an irresistible brand – and why it is so important to do so. Irresistible...

Middle Africa – comprising Cameroon, Chad, Central African Republic and now South Sudan – is one of the most neglected regions of the world by many global brands. However, those who dismiss the region wholesale may be missing a trick in...

February 2014 | Cameroon, Africa

The insights of behavioural economics can seem like the answer to policymakers’ prayers: a means of changing behaviour that doesn’t require expensive education programmes or potentially controversial new laws. BE-based strategies promise to...

23 million members of the Chinese population will have money to spend on indulging themselves for the first time this year – and the vast majority of this newly disposable income will be spent on enjoying new types and new quantities of food...

February 2014 | Brand & Communication

We think of memories as wistful nostalgia – looking back at the past with joy or regret. In fact, memories exist to help us make decisions. And by understanding how they do it, marketers can gain a powerful competitive edge. In this...

December 2013 | Brand & Communication

The human brain has developed a hugely efficient way of getting us through life, but its management style means that we are often unaware of why we act the way we do. In this feature, we reveal the secret decision-making systems controlling...

December 2013 | Brand & Communication

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...

December 2013 | Qualitative, Behaviour change

Big data is immense, fast and mind-bendingly varied – but researchers must remember that it can no more speak for itself than the smaller sort. If we retreat behind number-crunching technologies and leave no room for human intuition in Big...

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...

Today’s brand tracking surveys ask the wrong questions – and they ask far too many of them. In this feature, we explain the flaws that are reducing the effectiveness of many tracking studies – and why TNS has re-engineered tracking around...

Retailers and brands alike have lost touch with shoppers’ needs and as a result they are missing one of the most important truths in retail: that happy shoppers spend more. When companies ask themselves “how can I sell more of my brand”...

When it comes to capturing an audience’s attention, brands have more channels available than ever. But this will do them little good if they fail to adapt to the different ways in which human attention works on each. The most effective...

September 2013

Why are brand tracking surveys struggling to predict accurately what respondents will do? Why do the metrics they provide show so little movement? And what can we do about it? In this feature, we reveal the ‘three Rs’ that have transformed...

“Most of the time, what we do, is what we do most of the time”: it’s a statement that captures one of the great truisms of human behaviour, and also one of the great challenges for marketers. Up to 45 per cent of our behaviour appears to be...

August 2013 | Brand & Communication

Mobile has been cast as the villain in retailers’ showrooming nightmares – but Mobile Life research suggests it could actually prove a solution to their problems. Showrooming has never been dependent on a mobile phone – and the majority of...

May 2013 | Showrooming, Mobile

Marketers and researchers alike have long known that people don’t always make the choices they say they would like to. But one of the most startling findings of TNS’s Commitment Economy study is just how often this happens. In fact, on 42...

If businesses are to deliver the returns that shareholders demand, they need a bigger contribution from their innovation efforts. But they are unlikely to get one unless they focus from the start on ideas that will actually grow their...

Latest press releases

Connected Life study reveals opinions divided when it comes to brands on social.

28 September 2016
09 September 2016

Connected cars offer the biggest opportunity for vehicle manufacturers in decades. TNS and BearingPoint automotive experts explore the engagement of connected car drivers and recommend strategies for OEMs to seize connected car opportunities.

24 May 2016

As consumers increasingly expect brands to listen, respond and interact with them in the manner of real people, Anjali Puri, Global Head of TNS Qualitative, explains the imperative for brands to move away from attention-seeking social media strategies to strategies that make people the recipients of attention.

18 May 2016

Voting isn't comparable to choosing a can of soup, but ‘what do Clinton and Trump's successes tell us about marketing to Americans?’ ask TNS Qualitative.

21 April 2016