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:
Drink and beverage
Leisure and entertainment
Business and industrial
ESOMAR Conference papers
Journal of Advertising Research
MRS Conference Papers
Date: newest first
Date: oldest first
How Research can Help Build a Successful CSR Campaign
Dominika Maison and Jarosław Herrmann, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers.
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers. This CSR campaign targeted young people (aged under 16) to discourage them from drinking alcohol. A drama workshop format was selected to engage with issues around alcohol. The paper explains the research approaches taken before and during the campaign to understand what type of campaign would be effective with this age group.
The value of context, or what qualitative research can learn from behavioural economics
Anjali Puri, TNS, In Focus, June 2013
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour.
This article looks at how qualitative research can look beyond articulated wants and needs to illustrate why behavioural intention does not necessarily translate into actual behaviour. Even though consumers may be able to provide explanations for why they make certain choices, these responses do not always provide the whole answer. Unconscious motivations can be determined from behaviour and, using techniques such as cognitive interviewing, can provide interviewers with the tools to access the details of habitual behaviour. This article includes a case study for Horlicks, the malted milk beverage.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
Beneath the surface: Uncovering the hidden motivations of mobile users
Vicki Draper and Greg Stucky, ARF Experiential Learning, Re:Think conference, 2013
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour.
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.
Research in a world without questions
Tom Ewing, Bob Pankauskas, Robin Brown and Joseph Chen, ESOMAR, Congress, Atlanta, September 2012
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do. It covers behavioural economics, observational and ethnographic research, social media research and innovative qualitative techniques in order to show the possibilities of research without questions. It also provides a unifying framework for considering behaviour and decision making, a series of studies conducted across these areas by BrainJuicer and a selection of cases from Allstate Insurance that work with these techniques.
Reason versus emotion in healthcare marketing: insights from the US and China
Soumya Roy, Warc Exclusive, Hall & Partners, April 2012
Pharmaceutical marketers have long focused on efficacy as the key driver of physician choice and patient use.
Pharmaceutical marketers have long focused on efficacy as the key driver of physician choice and patient use. However, this study from Hall & Partners in the US and China demonstrates that brand perceptions aren't built on efficacy alone. Taking the example of metastatic colorectal cancer treatments, it is demonstrated that doctors attribute subjective benefits to similarly effective brands which influence their recommendations to patients. Specific concepts are more attractive to doctors in different countries: in the US, oncologists appeared drawn to promises of greater control; while in China, they prioritised extended normal activity.
Rich New World: Re-connecting with rural India
Rajaram Senapaty, Sandeep Dutta and Kashmira Chadha, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers (including the "rural rich") whose lives are significantly different from traditional (poor) rural consumers.
This paper demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers (including the "rural rich") whose lives are significantly different from traditional (poor) rural consumers. At the core of this model is Participatory Rural Appraisal (PRA), a popular social research method that was successfully adapted to understand the affluent rural consumers. This was flanked by ethnography, material anthropology and trend spotting each complementing the other to generate actionable insights.
From terabytes to archetypes: The psychology of internet security
Simon Patterson and Alexander Erofeev, ESOMAR, CEE Research Forum, Krakow, March 2012
Kaspersky Lab, the Russian internet security company, commissioned a study into the motivations of its B2B and B2C customers.
Kaspersky Lab, the Russian internet security company, commissioned a study into the motivations of its B2B and B2C customers. This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy by defining six archetypal positions: Warrior, Scientist, Craftsman, Guardian, Magician and Guardian Angel. Understanding these personalities informed the creative direction needed to reach the different consumer groups.
The why instead of what of consumer behaviour - An evolutionary-based new model
Marie-Anne Simons, Jan Waldorp and Harry B.M. van de Wiel, ESOMAR, Congress, Amsterdam, September 2011
With market trends happening on a global level and social media platforms gaining significance, there is a growing need for global insight in unconscious consumer motivation.
With market trends happening on a global level and social media platforms gaining significance, there is a growing need for global insight in unconscious consumer motivation. The problem is that, ever since the introduction of motivational market research, a morass of models have evolved but consensus is lacking as to what variables to research and how. This paper aims to create awareness and hopefully convince market researchers that multidisciplinary evolutionary sciences are fundamental for effectively measuring consumer motivation and understanding behaviour. Several results of the scientific and commercial validation of the model and online visual projective test are presented, to show how they can be applied for optimising current online market research methods.
The real story... behind what motivates Japan's youth
Dave McCaughan, Research on Warc, McCann Worldgroup Asia Pacific, July 2011
What motivates young people in Japan today? There has been much talk about the growth of "freeters" - a lost generation of young people who are no longer interested in building, buying and challenging life.
What motivates young people in Japan today? There has been much talk about the growth of "freeters" - a lost generation of young people who are no longer interested in building, buying and challenging life. McCann Worldgroup's research determined 15 motivations among youth around the world, of which three are most likely to drive behaviour across and within markets: "commune", "justice" and "authenticity". There are of course regional variations, with young Americans scoring highly on "mutiny", Indians valuing "muscle" and the Chinese desiring security and order. There is also an expected split in motivations between younger and older youth. The Japanese rank closely with their global peers, with their top three motivations being "authenticity", "becoming" and "commune". These are the ones that encourage creating deeply personalized worlds, with the motivation for "order" lowest ranked.
YOU ARE IN THE WARC INDEX:
Project types and objectives
Project types and objectives
International market research
Opinion polls, political research
Packaging and design research
Prediction and forecasting research
Behavioural economics, motivation
, 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