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Case Study

UNICEF, a leading global humanitarian agency, boosted regular donations in Australia by changing its narrative on Facebook.

Article

Looks at how one company is working to leverage behavioural insights to design better cities and public spaces which celebrate how people and communities live, work and play.

Opinion

Decision science shows that human decision-making is fraught with systematic biases that lead to suboptimal decisions in all contexts.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Opinion

Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it.

News

BERLIN: Behavioural economics suggests that small changes can have major effects, but these may not necessarily be in the ways a brand expects, as the experience of online language-learning business Babbel demonstrates.

Article

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

Article

Many organisations jumped on the customer experience bandwagon without a comprehensive understanding of what a customer experience is and as a result, don’t know what it takes to improve a customer experience, let alone how to take it to the next level.

Article

Both the Net Promoter Score and Customer Satisfaction Score have become linked with measuring customer experience and this article offers up a new measurement, with Experience Quality Measurement.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Opinion

What does a crash course in marketing theory teach you? WARC’s Editorial Assistant (Awards) Chiara Manco is currently studying for the IPA Foundation Certificate.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

Opinion

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.

Article

Mindframes shares six perspectives that 'explore and understand a different representation of reality' when it comes to market research.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.

Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Opinion

If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain,  argues Tim Williams .

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

News

BEST OF 2017: Behavioural economics may be a relatively young market research discipline, but it is proving to be influential to advertising as its use in measurement and strategy development continues apace.