Research

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Don’t oversimplify millenials

Microsoft’s Alyson Gausby has news for you: that coveted Gen Y demo? It doesn’t really exist. At least not the way you think.

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What’s your device personality?

Mobile phones aren’t just for keeping in touch anymore. Phones are becoming caretaker-like devices, helping us manage our day to day, and other findings from Microsoft’s latest screen research.

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Ask not her age, but the age of her children

Mom’s the word. Harbinger’s Jennifer Lomax delves into why you should reframe your target definition.

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What makes for an unacceptable ad?

A perception that you’re misleading or unrealistically portraying your product or service, to start. Check out which categories are most and least trusted when it comes to advertising.

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Banks most trusted with data

A new study by Aimia finds that financial institutions and supermarkets are most trustworthy when it comes to keeping consumers’ data safe and sound.

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Last chance: Help crown our Marketer of the Year

Vote for candidates from Canadian Tire, MLSE, Kraft, Dempster’s and Aritzia by midnight tonight.

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Consumers feel good about spending…carefully

The majority of Canadians say they have extra funds to spend, though debt remains the biggest barrier.

BENJAMIN MOORE - Benjamin Moore® reveals Trends

Painting consumer confidence

From neutrals to shades of green, Benjamin Moore’s Colour of the Year indicates folks are finally over the recession.

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Fresh Intelligence, Google launch Validateit

The platform provides fast answers to business questions, such as the price point for a product.

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Men: changing the conversation

What exactly are guys talking about these days? A new study sheds light on what’s on the male demo’s minds.

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Are you proud of your luxury purchase?

Appeal to consumers’ sense of reward, not exclusivity, or risk being seen as a snobbish brand.

Infographic: dining-out trends

Check out how the importance of healthy options differs between dinner and late-night occasions for consumers.

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McDonald’s named Canada’s favourite restaurant

The QSR fared well in BrandSpark’s inaugural restaurant study, but ironically didn’t place in the Best Tasting Burger category.

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What drives her loyalty?

P&G over-represents on Harbinger’s preferred brands list for women. Here’s why.

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The many faces of women

What’s the difference between a young singleton and a high-income earning mom? New research from Harbinger breaks the ladies down into 10 segments.