Pete Comley, ESOMAR, Qualitative, November 2014
This paper examines the usefulness of analysing 'selfies' to understand how people feel about brands, finding that selfies are uncorrelated to people's true feelings about a brand and are not useful in research.
Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014
This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.
Pierluigi Carlini, Warc Exclusive, November 2014
This article discusses how data analytics can be used to optimise in-store product ranges as retailers and brands face new challenges.
Amitava Chattopadhyay, Warc Exclusive, Warc Webinars, November 2014
This presentation accompanies the Warc Webinar, Insights into market entry strategies into India, which explains how to best overcome the challenges posed by this large and diverse population.
Annie Yang, Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Fonterra, the milk brand owner, responded to a reputation crisis following a food safety scare in China.
Someshwar Mehra , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.
Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.
Raymond Chin, Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.
Roy Armale, Admap, November 2014
This article sets out the value of non-interruptive shopper initiatives - nudging - over interrupting shopper journeys, using a research example.