A quest for answers: the campaign against Why

Everyone wants to know 'why' consumers choose brand A, switch from A to B, believe X and behave in certain ways.

A quest for answers: the campaign against Why

Stephen Phillips and Sarah HamburgerSpring Research Ltd., United Kingdom

INTRODUCTION

Marketers always want to know 'why?', as it is crucial to helping understand what is behind consumer behaviour – from seeing why consumers choose brand A, switch from A to B, believe certain things about brands and act in particular ways in particular circumstances.

So of course we, as researchers, have spent much of the past 60 years asking consumers 'why?'. But we are also good scientists and psychologists; we know that people don't know 'why', in fact modern...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands