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:
Date: newest first
Date: oldest first
Case study: pre-testing mould-breaking ads
Sue Burden, Admap, July/August 2007, Issue 485, pp. 48-49
Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected.
Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. Using the Sony Bravia TV 'Paint' ad, she shows how qualitative projective questions can be used within a quantitative pre-test study, to assess the emotional communication of the commercial.
Talking to the heart and the head
Trevor Richards, Admap, March 2006, Issue 470, pp. 47-50
Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity.
Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity. He introduces the concept of 'brand ambition' to brand strategy, and then outlines a new framework for brand tracking. This is based on two strands - market equity and customer equity. Richards then explains the work that is being done to determine and evaluate the components of customer equity.
A visual way to explore brand imagery
Rory P Morgan, Admap, October 1999
BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use.
BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use. Analysis of the components of brand image and a way that consumers see brands (the product 'surround'), dealing with visual ambiguity and the importance of context are debated. Researchers must choose images appropriate for their purposes. The use of systematically validated image batteries makes a valuable addition to the current portfolio of research tools.
YOU ARE IN THE WARC INDEX:
Projective and collage techniques
Bricolage and semiotics
Focus groups, workshops
Qualitative theories and methods
Reliability of qualitative research
Research analysis and reporting
Specific uses of qualitative research
Qualitative and verbatim data
Quantitative data collection
, 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