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.
Our ranking of the world's smartest marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
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.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 88 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
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.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
Government and non-profit
Pharmaceutical and healthcare
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Includes video content
Recommended by Warc editors
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Producing work-ready graduates: the role of the entrepreneurial university
Includes video content
Recommended by Warc editors
Nigel Culkin and Sofie Mallick, International Journal of Market Research, Vol. 53, No. 3, 2011, pp. 347-368
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e.
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e. students) should make a far greater contribution to the cost than is currently required. Against this backdrop the authors seek to contribute to the graduate skills debate. They will demonstrate that delivering employment-ready graduates ignores the demands of a radically altered world of work in the face of the government’s response to the latest economic crisis. While its primary focus is on the supply side (graduates) the authors are cognisant of the market research industry, which itself is facing external pressures to shift from a milieu of data gathering to a future of intelligent insight providers. We then go on to present the development of a new type of university, which has actively sought to reduce its dependency on traditional funding sources. Finally, we present a model of a research facility at one university that has successfully engaged with the local and regional business community to the benefit of its student workforce. In doing so, it has helped to develop over 70 graduate researchers, with entrepreneurial mindsets, who have all gone on to secure enterprising futures.
YOU ARE IN THE WARC INDEX:
Incubators, start-ups, entrepreneurship
Growth and expansion
Innovation and NPD
Launches and relaunches
Modelling and forecasting
Theories and ideas of marketing strategy
No. of results per page
, 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