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:
Motor and auto
Drink and beverage
Futures Company (inc. Yankelovich reports)
Date: newest first
Date: oldest first
Building brands that matter: The sweet spot between trust and dynamism
Havas Worldwide, Prosumer Report, Vol. 17, 2013
This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone.
This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone. As well as examining the opinions and behaviour of mainstream consumers, the study also focuses on 'Prosumers', who are considered leading influencers and market drivers. Trustworthiness is driven by the inherent quality of the brand's products and services, the level of openness in brand communications, the brand's heritage or links to the past and, in the case of larger brands, the ability to combine global power with local sensitivity and involvement. Perception of dynamism is driven by the ability to create solutions to drive positive change, sociability and seamless brand experiences.
Finding faster growth: Happy shoppers spend more
Barry Lemmon, TNS, Opinion Leader, November 2013
This article demonstrates that there is a correlation between shoppers' satisfaction and the amount that they spend and encourages companies to make the process of shopping more enjoyable for customers by making it easier for them to find and buy what they want to buy.
This article demonstrates that there is a correlation between shoppers' satisfaction and the amount that they spend and encourages companies to make the process of shopping more enjoyable for customers by making it easier for them to find and buy what they want to buy. This involves understanding why and for what occasion the customer is shopping, what their task at each shelf therefore is, and how to reduce the time they spend completing that task. The article suggests three principles that are fundamental to making shoppers happier: the shopping mission and intended usage occasion are the primary drivers of shopper behaviour and product choice; shoppers are either "Decided" or "Open" when shopping a category and this determines their task at shelf; and making it faster and easier for shoppers to find the products they want is proven to increase shopper spending.
Accor gets to grips with social media in Asia Pacific
Low Lai Chow, Event Reports, Web in Travel Conference, October 2013
This event report looks at the results of a study conducted by Accor, the hotel operator, covering social media and the travel category in Asia Pacific.
This event report looks at the results of a study conducted by Accor, the hotel operator, covering social media and the travel category in Asia Pacific. Having found little useful information was available covering this subject, the company decided primary research was the way forward. Its learnings included the following: hotel brands are the most popular members of the travel sector on social media; consumers most regularly follow brands to get access to deals; price and location remain the dominant factors considered by potential guests; and both online and offline feedback channels are important.
Probing Unconscious Minds through a Subtle Form of Hypnosis
Lisa Morgan, Warc Exclusive, Advertising Research, September 2013
Unconscious processing is an important contributor to people's behaviours: this presentation utilises hypnosis to research the unconscious mind.
Unconscious processing is an important contributor to people's behaviours: this presentation utilises hypnosis to research the unconscious mind. This method, known as 'Trance Research', allows researchers to bypass ordinary critical judgement and explore unconscious thought-processing directly. The effect of marketing on the unconscious is examined, including 'priming' and filtering of ads.
Smarter than you think!
Ken Roberts, Warc Exclusive, Advertising Research, September 2013
This presentation explains how neuro-marketing research can be used to drive brand communications strategy and utilises a case study from Kmart, the U.S.
This presentation explains how neuro-marketing research can be used to drive brand communications strategy and utilises a case study from Kmart, the U.S. discount store chain, to demonstrate this. Research has found that consumer choice is driven by discrete emotions which are formed with minimal cognitive interference. This finding enhances the importance of emotional brand communications.
Decoding the Big Lie: Cutting through to what your customers really want
Christophe Jouan and Jessica Salmon, Warc Exclusive, Advertising Research, September 2013
This presentation discusses five trends which will help brands understand what their consumers' really want whilst respecting what they report.
This presentation discusses five trends which will help brands understand what their consumers' really want whilst respecting what they report. These trends are: unique belonging, the death of risk, performative perfection, authenticity and inconspicuous ostentation. Social norms and how these are converted into individual behaviours and beliefs is discussed.
Big Data = Big Problems?
Jason Mander, Future Foundation, August 2013
This article discusses developments in Big Data, raising the concern that Big Data could lead to too much personalisation.
This article discusses developments in Big Data, raising the concern that Big Data could lead to too much personalisation. It focuses on the entrenched idea that personalisation is key for the future of content and questions whether consumers actually want everything to be uniquely personalised. Consumers like to be individual but still enjoy feeling part of a group. The article explains the idea of 'unique belonging' and the way in which people like to share content to gain recognition.
A revolution in ad testing
Ken Roberts, Admap, July/August 2013, pp. 10-12
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers.
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers. This is referred to as the "consumption drivers principle". Understanding the hierarchy of consumption drivers must inform the creative idea, and can be improved with quantitative predictive modelling of the rational driver (explicit driver) and emotions catalyst (implicit detonator) of consumption choice. Both these explicit and implicit drivers should be included in the brief. The explicit communications task is to convey the strongest 'reason to believe', while the implicit communications, which impact emotional response, must also be identified and quantified.
Mu Xiang, Steven Hu, with Fish Huang and Theresa Loo, Admap, July/August 2013, pp. 39-41
This paper discusses research from China that looks into habits of online gamers. It finds that most choose an online role-playing personality similar to their own.
This paper discusses research from China that looks into habits of online gamers. It finds that most choose an online role-playing personality similar to their own. This gives brands the opportunity to target these gamers by finding matches with their own brand personalities. The authors discuss certain types of online gamer archetype personalities - from close combatant to healer - before arguing that the games can be powerful platforms for enhancing brand relevancy, preference and loyalty. The paper concludes by suggesting examples of how brands can be matched with gamer archetypes.
Brand loyalty: Disloyalty in banking
Maureen Duffy, Admap, June 2013, pp. 17-18
This article argues that new reforms in the UK will make it easier for consumers to change their retail bank, meaning that banks themselves can no longer rely on consumer inertia for loyalty.
This article argues that new reforms in the UK will make it easier for consumers to change their retail bank, meaning that banks themselves can no longer rely on consumer inertia for loyalty. Customer satisfaction scores show that, despite customers rarely changing banks, the real level of loyalty and satisfaction with banks is very low. Moreover, a younger group of customers is emerging that is four times more likely to switch banks and have multiple accounts, which will influence the retail banking sector. Research suggests that customers are looking for banks to simply behave sensibly and reasonably, be trustworthy and honest. They want them to recognise long-standing customers, to solve problems quickly and efficiently and to admit their mistakes.
YOU ARE IN THE WARC INDEX:
Consumer moods, feelings and choice
Behavioural economics, motivation
Buying and shopping
Consumer decision making
Fashions and trends
Price and pricing effects on consumers
Shopper marketing, path to purchase
Emotional and sensory appeals
Brands and branding
Brand and product choice
Brand launches and relaunches
, 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