Warc Strategy Toolkit, Strategy Toolkit
This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.
Warc Exclusive, February 2015
This article provides marketers with information and guidance on researching consumers.
Simon Blyth and Mark Simmonds, Market Leader, Quarter 1, 2015
This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.
Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.
Vanella Jackson, Admap, October 2014
This article challenges the growing dominance of Big Data in describing and predicting customer behaviour, when creative approaches to research can help uncover why consumers behave like they do.
Eric Salama, Admap, October 2014
This article explores the future of insight gathering, calling for greater simplicity and more precise research design to tackle it, and uses a 'stop-start-change' framework to propose change.
Justin Sampson, Market Leader, Quarter 4, 2014
This article identifies some of the drawbacks of big data, arguing that it should actually be called 'device-based data' and that hybrid approaches are the best way forward.
Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.
Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark Whiting, ESOMAR, Congress, Nice, September 2014
This paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard, the alcoholic drinks company.