By Michael Feeley

Creative innovation network Iris has created the world’s biggest global study on consumer involvement. The aim of the study is to reveal why many of the world’s most successful brands are choosing ‘Participation’ as a key marketing technique and to identify the common traits of success.

The Participation Brand Index analyses qualitative data from 14,000 consumers, across 5 regions (U.K, U.S, Brazil, Thailand and Australia) and 177 brands across 6 sectors (automotive, consumer tech, FMCG, retail and travel).

Iris commissioned the research in 2016 as a result of two emerging trends: The first being the growing number of consumers ignoring Read full story ›

Source: The Drum