Article
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WARC Best Practice, December 2019
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article
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WARC Best Practice, November 2019
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
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Heather Andrew, WARC Best Practice, December 2018
This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.
News
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20 May 2020
Radio ads heard in the car on the way to the supermarket have a significant effect on purchasing intentions, according to new research on FMCG advertising.
Article
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Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020
With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
News
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29 April 2020
A study by the research firm Lumen indicates that ads adapted to the coronavirus situation draw people’s attention more than the pre-crisis norm.
News
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06 April 2020
Advertisers who are avoiding environments where news related to the COVID-19 outbreak appears should actually be doing the exact opposite, according to newly released eye-tracking research.
News
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19 March 2020
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
News
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04 March 2020
Eurosport, the broadcaster, is using biometric measurement to better understand viewer engagement and to build a benchmark database with different sports.
Research Paper
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Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
Research Paper
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Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
Article
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Brian Carruthers, Event Reports, QUAL360 Europe, February 2020
Looks at how broadcaster Eurosport is using biometric research techniques to help it shape its sports coverage.
Opinion
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Phil Barden, February 2020
Burger King says its latest ad is part of a long-term strategy, but any execution also needs to work on its own.
News
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14 February 2020
Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR).
Article
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Research on WARC, February 2020
In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.
News
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27 January 2020
The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such ...
Opinion
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Patrick Fagan, January 2020
Online ads are cheap and results come in from them fast but, according to Capuchin’s Patrick Fagan, we’re measuring them all wrong.
News
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06 December 2019
Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).
Research Paper
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Research Paper
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MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research, 2019
Tesco, a supermarket, optimised its ads to grab consumers' attention in just two seconds in the UK.
Research Paper
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Dmitry Gaiduk, ESOMAR, Fusion, 2019
Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.
Research Paper
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Tom van Bommel, ESOMAR, Fusion, 2019
Looks at how different types of advertising media operate and interact to sway a customer's purchase decisions towards a particular direction.
Article
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Lona Meza, Event Reports, Brainy Bar 9, October 2019
Looks at neuro-research into how sensorial marketing can impact in-store sales.
Research Paper
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Emma Rodero, Journal of Advertising Research, Digital First, October 2019
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Article
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Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
