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Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

Colt Technology Services: CX Pulse – Using machine learning to improve customer intelligence capabilities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Guys and St Thomas’ Charity: Lived experience of air pollution

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2020

Guy's and St Thomas' Charity (GSTC), an urban health foundation, investigated how poor air quality affects residents of Lambeth and Southwark in London, UK.

The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

Research Paper • Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

The future of marketing to womxn

Article • Research on WARC, September 2020

Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.

Understanding consumers’ need for connection

News • 09 August 2020

Many people around the world find themselves fluctuating between adaptation to the requirements of lockdowns and resistance to them, depending on their need for connection with other people; brands will need to reassess their role accordingly, new re

Relative relevance: How brands can re-connect as consumers adapt to a post-COVID world

Article • Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020

There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.

How a pop-up community helped Kindoh launch in Germany

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.

Notes from the qual frontline

Opinion • Brian Carruthers, February 2020

Better, faster, cheaper research may be possible after all – Brian Carruthers takes the industry’s pulse at Qual360 Europe .

PwC: The Future of Government

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2019

PwC, a multinational professional services network, launched the Future of Government project, an ambitious effort to ask serious questions about what kind of a society we want Britain to be.

World Animal Protection: When disasters strike, animals suffer

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for International Research, 2019

World Animal Protection, a non-profit animal welfare organisation, created a quant/qual study that provided it with hard evidence to encourage the protection of animals from government officials globally.

Audience segmentation & beyond

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2019

Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.

Department for Education: Fire It Up – Effecting a seismic reframe of apprenticeships

Research Paper • MRS Awards Papers, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019

The Department for Education, a UK government department, promoted apprenticeships across the UK by launching a mixed methodology research study that facilitated its campaign.

Business banking switch - business unusual for RBS

Research Paper • MRS Awards Papers, Winner, MRS Award for Financial Services Research, 2019

RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.

Dispelling the myths of pollution to help people protect themselves

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2019

Reckitt Benckiser, a consumer goods company, investigated the reasons for disappointing face mask sales and how it could empower consumers to take responsibility for their health in India.

Open Banking: Power to the people

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2019

Open Banking, a government agency initiative, developed, launched and scaled Open Banking in the UK using a curated suite of research methodologies to inform customer experience guidelines.

Is it possible to predict human decision-making? Using qual and quant to understand the context and emotion behind why people make choices

Research Paper • Nina Kanin and Zehra Odunayo, ESOMAR Conference papers, Fusion, 2019

The Streetbees platform aims to address the complexity of human decision-making by capturing real behaviour, emotion and context in the moment of consumer choice.

Talking to India’s farmers

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Outlines a project to set up the first continuous panel to help a pesticides company better understand India’s farmers.

Creating brand and business transformation: Awakening a sleeping giant

Research Paper • Sally Smallman and Emiliana Vidali, ESOMAR Conference papers, Congress, 2019

Explains how, in ten years, Gordon’s Distilled Gin, an alcoholic drinks brand, reversed its decline by discovering new insights and changing leadership behaviours in the UK.

Long-term tragedy versus short-term response: The marketer's dilemma

Research Paper • Sam Munderere and Will Goodhand, ESOMAR Conference papers, Congress, 2019

SURF, a charity supporting survivors of the Rwandan genocide, used a new application of research and insight to identify the optimal creative executions for fundraising.

Rapid impact: Creating a market leader in a year through machine-learning, ethnography and psychology

Research Paper • Genevieve Hall, Vivek Banerji, Alessandro D’Angelo, Dan Atkins and Daniel Rayner, ESOMAR Conference papers, Congress, 2019

Papilocare, a brand of HPV prevention cream, became the market leader in Italy in just one year thanks to a strategy which was underpinned by hidden and differentiating insights.

Standing out from the crowd: A global study to define the perfect music festival

Research Paper • Christian Kurz, Anna Noel Taylor, Kerri Fortune, Ian Wright, Jo McIlvenna and Ben Allen, ESOMAR Conference papers, Congress, 2019

Viacom, an American multinational mass media conglomerate, set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved.

Lux: Shrugging off gender inequality – Decoding ambivalence towards gender inequality in Japan

Research Paper • Deanna Elstrom and Emi Nishiyama, ESOMAR Conference papers, Asia Pacific, 2019

Lux, a Unilever-owned haircare brand, conducted a quantitative study to ascertain where personal "pain points" are from the perspective of today’s Japanese women.

Brand relatability x financial services: How to win with GenZ and millennials

Article • Ryan Arshad, WARC Webinars, May 2019

Discusses the core drivers of building 'brand relatability' vs brand relevancy and why and how the mindset of millennials and Gen Z differs when it comes to financial brand consideration.

Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR, APAC, 2020, pp. 0-0

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.
What we know about online communities

Article • WARC Best Practice, May 2021

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about qualitative theories & methods

Article • WARC Best Practice, May 2021

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.
What we know about ethnography and observation

Article • WARC Best Practice, December 2020

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.