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
Motor and auto
ESOMAR Conference papers
Journal of Advertising Research
Int. Journal of Advertising
Int. Journal of Market Research
ARF Experiential Learning
Date: newest first
Date: oldest first
What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem
Catharine Bauer and Johanna Faigelman, ESOMAR, Qualitative, Valencia, November 2013
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns. The research study uncovered strategic and deeply motivating consumer and physician insights to position the company's new products in order to be successful. As a result of the research the brand and marketing teams had a clear direction as to the strategies that were needed to be in place pre-launch for success. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.
The power of the dark side: Motivation, positioning and the seven deadly sins
Shobha Prasad, ESOMAR, Qualitative, Valencia, November 2013
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions.
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The authors use the gramework of the "Seven Deadly Sins" to identify the primeval forces that are powerful enough to drive behaviour. Through this research, they analyse the drivers that influence which categories and brands appeal to young professionals in India and suggest the model as a tool to understand motivation and brand positioning.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences
Laurine van de Wiel and Saskia Brocx, ESOMAR, Congress, Istanbul, September 2013
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience. Museums are under pressure to be financially self supporting and to cater for a range of international tourists, with audience research being used to understand how to achieve this. Research around museums has traditionally ignored the role of emotion in visitor satisfaction: this study sought to fill this gap. The research approach and its application to strategic decision making are explained. The museum used a customer profile 'the easy going connector' to develop a more sociable, carefree and inspiring positioning.
Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick Bull, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.
The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
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.
The last frontier of Asia: The potential of market research to drive economic and social development in Myanmar
Ron Gailey and Chris Riquier, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer.
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer. The research was produced from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies. Although ethnically diverse, the population is 88% Buddhist and Buddhism has shaped the Burmese cultural mindset. As one of the poorest countries in the world, the average Burmese earns less than US$190, however the country has a vast abundance of natural resources and so has opportunity to increase the country's overall wealth in the future. Technology ownership is low but mobile and smartphone ownership is rising rapidly and TV penetration is high. There is great cultural and social importance placed on tea shops, which not only act as a sales point for beverages and tobacco but play a critical role in community bonding. This paper concludes with Coca-Cola's overview, which officially began sending shipments to Myanmar again in 2012.
There's no such place as Chindia: Developing cultural precision in growth strategies
Anjali Puri and Poonam Kumar, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market.
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. The authors point out that concepts like motherhood, beauty, achievement and power - which many brands are built on - can mean very different things across cultures. It maps out the significant historical and cultural differences that shape consumption and brand choices in these markets - which make them remarkably different not just from developed markets but also from each other. In particular, the paper contrasts China and India, with examples of how the same need can mean different things in each nation, and how the same global positioning strategy can translate to quite different executions.
Consumer reality: how brands are constructed
Chris Barnham, International Journal of Market Research, Vol. 54, No. 4, 2012, pp. 485-502
It is an implicit tenet of qualitative market research that it is possible to find out what the consumer ‘really thinks’.
It is an implicit tenet of qualitative market research that it is possible to find out what the consumer ‘really thinks’. Our research language reflects this – we talk about ‘depth’, ‘probing’ and ‘getting under the surface’ of otherwise superficial consumer responses. This underlying assumption has a questionable intellectual pedigree, however. As qualitative researchers, we should, in contrast, be more concerned with understanding the processes and structures that determine how consumers think. If we understand these processes and structures we will be more able to identify how brands are constructed by consumers and how the meanings of brands are created.
YOU ARE IN THE WARC INDEX:
Brands and branding
Brand positioning and repositioning
Brands and branding
Brand and product choice
Brand equity and strength
Brand identity and image
Brand launches and relaunches
Brand theories and ideas
Naming and licensing brands
Brands and branding
, 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