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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.

Case Study

The Transport Accident Commission (TAC), a for-profit social insurer for the State of Victoria, launched the Meet Graham campaign, which showed people in Australia how the human body would have to evolve to survive a crash.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

Case Study

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Case Study

Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

Research Paper

Details a unique research design approach created by SevenOne Media, which draws on a comparison between targeting and mass marketing.

Opinion

Lucy Aitken, WARC’s Managing Editor – Case Studies, shares insights and observations from this year’s judging panel on the best performing papers from the Effective Social Strategy category of the 2018 WARC Awards.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Article

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.