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Turning your brand into a hero

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. Turning your brand into a hero demands a very different approach depending on the market you are operating in. We...

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

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The Ideal Man: The challenge 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 is 'scoundrel' a compliment in Brazil? Why do German men think it is okay to walk around naked? And why are British men...

June 2015 | Cultural insight , Qualitative

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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 Kantar TNS Qualitative looks at how different cultures...

September 2015 | Qualitative , Cultural insight , Podcast

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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 Kantar TNS Qualitative looks at how different cultures instinctively construct and represent their idealised man. In this podcast, the...

June 2015 | Cultural insight , Podcast , Qualitative

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The Ideal Man: The challenge 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 is 'scoundrel' a compliment in Brazil? Why do German men think it is okay to walk around naked? And why are British men sometimes so...

June 2015 | Cultural insight , 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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Turning your brand into a hero

It’s a universal archetype that dominates the human consciousness and occupies an emotional space many brands aspire to. Turning your brand into a hero 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