The WARC Guide to Marketing in the COVID-19 recession

Search in

Show only

Date Range

Search within

Categories

Brands

Location

Source

Index

91,678 results found
Sort by

Opinion

Marketers must be ready for a future that is shaped by everything from smart speakers and autonomous cars to artificial intelligence, according to Raja Rajamannar, Mastercard’s chief marketing and communications officer. Geoffrey Precourt, WARC’s US Editor, outlines how this might be achieved.

Article

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

News

Carrefour, the French supermarket chain, successfully demonstrated how large brands – often depicted as the source of an industry’s problems by challengers – can use their scale to address big issues and shift consumer perceptions.

News

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

News

These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.

News

Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su

Research Paper

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.

Research Paper

GfK Consumer Life, a consumer trend study, and Univision Communications, an American media company, launched a study into shifts in the mindsets of Hispanic consumers in the US and Latin America.

Opinion

New is not always better. Consumers are creatures of habit and often buy into nostalgia, Shutterstock’s Jamie Elden writes.

Data

An overview of digital advertising spend in Europe by transaction mechanism since 2013.

Data

An overview of the level of comfort when attending sports events among United States adults and sports fans.

News

As China’s economy continues to rebound in the third quarter, the spending habits and preferences of millennial and Gen Z consumers are crucial to the future wellbeing of the country’s consumer market, according to a recent study.

Article

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

Opinion

Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, explains to WARC’s Alex Brownsell how the platform is targeting both brand and activation ad dollars in 2021 and beyond.

Research Paper

This article considers how understanding the consumer in real-time is a step towards anticipating change.

Research Paper

This paper explores developing chatbots to conduct market research interviews that are simultaneously qualitative and quantitative and can rapidly obtain data at a low cost.

Research Paper

Holcim, a Swiss-based global building materials and aggregates company, implemented a collaborative design strategy to find common patterns in user problems in Argentina and find immediate solutions.

Research Paper

Entel, a telecommunications brand, explored how to devise a personality for its chatbot, which would both align with the brand's image and meet customers' expectations in Chile.

Research Paper

LATAM Airlines Group, an airline holding company, launched a three-stage research programme to provide insights into expected return from investment in CX.

Research Paper

Investigates the paradigm shift regarding LGBTQ people in Mexico over the past two decades and how this is perceived by the LGBTQ community.

Research Paper

Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.

Research Paper

Belcorp, a manufacturer and distributor of cosmetics and personal care products, and Synapbox, a software company, relaunched Belcorp's Esika brand in Colombia and Peru by carrying out traditional and co-creation research activities to better understand the market before launch.

Research Paper

Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.

Research Paper

This paper considers how market research will change in the coming decade.

Research Paper

Looks at the potential for AI to recommend actions that maximise corporate profits at the expense of making human lives better or worse and possibly excluding, discriminating against, or even endangering entire populations.