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Research Paper

Three, a mobile phone network, used social data to analyse the unprompted conversation around the brand in order to reveal attitudes that surveys couldn't.

Opinion

Libresse/Bodyform is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.

Article

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.

Research Paper

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Research Paper

Orange, a telecommunications company, was able to provide a deeper understanding of brand drivers and customer relationships in France and Spain.

Research Paper

Through two political case studies in the US and UK, online insights platform Remesh exemplified the positive impact of AI on market research.

Research Paper

Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Research Paper

Kellogg's, the market leader in India's breakfast cereals category, grew sales for its Chocos product with the use of an innovative in-house market research product.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Research Paper

Barry Callebaut, a cocoa producer and grinder, applied the Symphony of Senses Model to innovate in a consumer-centric manner in Belgium.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Research Paper

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Case Study

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Case Study

Jackson Hole Travel and Tourism Board, a tourism operator for Jackson Hole in Wyoming, launched the Stay Wild campaign in the US to show tourists everything that makes it the last real mountain town.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Case Study

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Case Study

Soothers, an Australian throat lozenge brand, reversed the tide on its declining sales by making people look at its products in a new and different way.

News

Northwestern Mutual, the financial-services provider, has shifted its marketing focus towards demonstrating that it can help people achieve their immediate aims, rather than placing a greater emphasis on the more abstract, long-term future.

Case Study

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

Case Study

Vype, a leading vaping brand, increased its market share in the UK by redesigning its communication model and launching a campaign that reached consumers at various touchpoints.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Case Study

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Case Study

Eir, a telecommunications company, brought together two different mobile brands – killing off the brand with more awareness and successfully shepherding customers over to a brand that had been fifth or sixth on their consideration list.