Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.


Gian M. Fulgoni, Journal of Advertising Research, Vol. 54, No. 4, 2014
Marketers are in critical need of insights into the consumer path-to-purchase if they are to assemble a coherent and effective marketing plan. In an omni-channel world, a consumer-centric focus is vital, meaning that marketers need to create consumer-friendly digital tools and environments that clear the way for that path to purchase.

Charles Young and Adam Page, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current research used McDonald's data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald's sales growth could be explained by variables related to advertising quality.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.


Ilona Janashvili and Alex Carroll, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how 7-Eleven, the retailer, tackled tough competition against its Slurpee drinks in Australia by adding a new cup lid.


Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how OPSM, a chain of optometrists, used a mobile app to increase appointment numbers and revenue in Australia.


Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.


Peta Morton, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Best&Less, a clothing retailer, overcame negative consumer perceptions using an unbranded pop-up shop in Australia.


Bijal Pathak and Spencer Moody, Warc Prize for Innovation, Entrant, 2014

This case study describes how fast-food company KFC Arabia capitalised on the hunger pangs of a TV star to create a significant increase in footfall throughout the region.

WARC RECOMMENDS


RECOMMENDED CASES

Retail

Warc's pick of the most effective retail case studies


CASE STUDY

IKEA: Moving Day

How a Canadian retailer used an innovative brand activation


TRENDS

Rescuing Retail

How brick-and-mortar retailers are innovating in-store


CASE STUDY

Hornbach Baumarkt: Make it your project

Euro Effies winner creates a DIY social movement


COMPANY PROFILES

Retail

Data and analysis on the retail sector's major companies


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising