or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Toiletries and cosmetics
ESOMAR Conference papers
Int. Journal of Advertising
MRS Conference Papers
Date: newest first
Date: oldest first
Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
Ipods and fake tan: essential ingredients for Warburtons latest bakery innovation
Phil Burgess, Niall Smith and Susie Fernside, Market Research Society, Annual Conference, 2011
This paper documents a case study of co-creation at Warburtons, where the standard model of consumer co-creation had been rejected, and an alternative approach, which employed the client's own staff, was proposed and adopted.
This paper documents a case study of co-creation at Warburtons, where the standard model of consumer co-creation had been rejected, and an alternative approach, which employed the client's own staff, was proposed and adopted. It explores the benefits and the limitations of co-creation with staff, along with practical suggestions on overcoming some of these limitations: obtaining buy-in from staff at all levels, ensuring that the sessions themselves are engaging, and getting staff to think and create as consumers.
How to make good dough. Revitalizing your product portfolio by understanding consumer needs
Sinéad Twomey and Pia de Wit, ESOMAR, Consumer Insight Conference, Vienna, April 2004
Although consumer insights had always been collected and annotated, UBF innovations were traditionally based on bakery technical research alone.
Although consumer insights had always been collected and annotated, UBF innovations were traditionally based on bakery technical research alone. As a new initiative, UBF undertook to link consumer needs and product benefits with a view to establishing different desired benefits from different products according to occasion. This paper describes the two-phase multi-country research project which cross referenced methodologies and a comparable framework.
YOU ARE IN THE WARC INDEX:
Bread, cake, biscuits
Dairy products, fats, oils
Fast food, takeaway outlets
Food industry, market
Fruit and vegetables
Meat, poultry, fish
Sauces, seasonings, condiments
Savoury snacks, potato chips
Laws and ethics
Food advertising, diet and obesity
Food and drink marketing to children
Food, diet and obesity
Supermarkets and grocery stores
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc