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.


Dianne Gardiner, ESOMAR, Qualitative, November 2014

This paper looks at how researchers can use the data generated by new technologies to better understand consumer behaviour and generate insights for marketers by incorporating storytelling, and tests two different methods.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Domyos, a French fitness brand, launched in China on a platform of an international brand that respected Chinese values.


Josh Grace and Shailesh Iyer , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how IKEA, the furniture retailer, promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the creation and launch of a new brand ambassador for Glamour Sales, a luxury e-commerce company in China.


Vanich Jirasuwankij, Nuntaporn Laoruangroj and Chanya Sutthienkul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how KFC, the fast food chain, created an online platform for good deeds aimed at teens in Thailand.


Cairo Marsh and Mark Leong, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Vicomte A, a fashion brand, used Facebook to reach a female audience in China.


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.

WARC RECOMMENDS


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COMPANY PROFILES

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Data and analysis on the retail sector's major companies


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John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising