Marketers for tourist destinations as well as for complex goods and services can gain various benefits from providing 360-degree virtual tours to consumers, according to a study published in the Journal of Advertising Research (JAR).
Qun Ren, Ke Rong, Chao Lu, Gordon Liu, and Margaret Ross, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 350-368
Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones.
Mark Manning and Nick Leon, ESOMAR, Congress, 2018
The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.
John Kiser and Narith Panh, ESOMAR, Big Data World, November 2017
Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.
Marilyne Alie, Chris Perry and Imaad Ahmed
Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.
Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
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