Qualitative research

Latest
Most Read

1,902 results found

Sort By

Exel Composites: For forward thinkers, by forward thinkers

Case Study • DMA (UK), Silver, 2021

Exel Composites, a fibreglass composite brand, used videos and 3D animation to educate consumers about its products.

DHSC / NHS Test and Trace: NHS Covid-19 App Launch – Saving lives with an app

Case Study • DMA (UK), Silver, 2021

The Department of Health and Social Care, NHS Test and Trace and HM Government, three bodies committed to reducing COVID-19 infections, launched a campaign in the UK to encourage people to download the NHS Track and Trace app.

Sohonet: Realise Your Vision

Case Study • DMA (UK), Bronze, 2021

Sohonet, a community-of-interest network, increased sales and demand in the UK by launching a hero video and industry interviews with filmmakers.

BT Sport: The Unseen Stats

Case Study • DMA (UK), Gold, 2021

BT Sport, a group of pay television sports channels, used data to wake up the UK to the online abuse epidemic.

RNID: Mishearing Something?

Case Study • DMA (UK), Bronze, 2021

RNID, a charitable organisation, promoted its digital hearing check tool in the UK by launching a humorous campaign that highlighted commonly misheard phrases.

Salesforce: Developers YouTube Trust Campaign

Case Study • DMA (UK), Bronze, 2021

Salesforce, a software company, increased brand trust among its consumers by launching a paid media campaign on YouTube and purpose-built short-form video content.

GoBiz and Telkomsel MyAds: Seamless technology integration to Empower SMEs in Indonesia

Case Study • MMA Smarties, Indonesia, Silver, 2021

GoBiz and Telkomsel, two applications, collaborated with each other to empower SMEs in Indonesia.

McDonald’s: Mini cuts spicy chicken dance to beat the challenges

Case Study • MMA Smarties, Indonesia, Gold, 2021

McDonald's, the fast food chain, launched more chicken dishes in Indonesia to stand out among the increasing number of new entrants.

GrabAds x McDonald's Indonesia

Case Study • MMA Smarties, APAC, Silver, 2021

McDonald's, a fast food brand, launched a campaign in Indonesia to promote its Mini Cuts Spicy Chicken and stand out from competition.

Google: Accelerate Vietnam digital 4.0

Case Study • MMA Smarties, APAC, Bronze, 2021

Accelerate Vietnam Digital 4.0 (AVD 4.0), a Google upskilling initiative, launched a campaign in Vietnam to raise awareness of its transfer online.

Excedrin: Game Over for Headaches

Case Study • MMA Smarties, Gold, X (Global), 2021

Excedrin, a pain relief, launched a campaign in America to drive awareness and increase household penetration and consideration amongst 18-24-year-olds.

Re-thinking the wealth model: “CARING” – A value that’s on the rise

Research Paper • Virginia Godoy Montero, ESOMAR Conference papers, 2021

KUO Experience, a research company, discovered a new focus on the importance of caring for one another as a result of the COVID-19 pandemic in Spain.

Beyond 2020: Global youth – Voices and futures

Research Paper • Christian Kurz; James Guerrier; Alice Tofi, ESOMAR Conference papers, 2021

ViacomCBS, a multinational media conglomerate, found that despite the challenges of 2020, young people around the world are largely feeling positive about the future.

From storytelling to storyhearing

Research Paper • Leigh Caldwell, ESOMAR Conference papers, 2021

Irrational Agency, a behavioural insight agency, highlighted the value in listening to and analysing consumer stories to gain unique insights.

Infinitum community – An empathetic engagement with the 50+ generation: Being creative to engage with the senior target

Research Paper • Juliana Acquarone; Monica Fernandes, ESOMAR Conference papers, 2021

Plenitud, an incontinence product brand, connected with women over the age of 40 in Brazil by listening to their experiences.

State Farm and IBM Watson: Advertising conversations

Case Study • MMA Smarties, Bronze, North America, 2021

State Farm, property and casualty insurer, used artificial intelligence (AI) technology to serve users personalised safety tips during hurricane season in the USA.

Ad Council / Brady: End family fire – no extra life

Case Study • MMA Smarties, Best in show, North America, 2021

Brady, a US non-profit organisation advocating for gun control, raised awareness of how easy access to guns is a key driver of gun suicide in the USA.

Tourism New Zealand: Good Morning World

Case Study • APG (AUS), Gold, 2021

Tourism New Zealand, a tourist board, increased consideration for New Zealand as a tourist destination by creating a new good morning video to greet the world every day for a whole year.

Tourism New Zealand: NZ Says '39'

Case Study • APG (AUS), Bronze, 2021

Tourism New Zealand, a tourism board, increased tourism appeal in Japan by launching a thank you campaign at the 2019 Rugby World Cup hosted in Japan.

The Royal Australian Mint: Donation Dollar

Case Study • APG (AUS), Silver, 2021

The Royal Australian Mint, a producer of all Australian coins, created Donation Dollars, a coin that can be donated to support charities when the public were struggling to give.

Aldi: The Campaign for One

Case Study • APG (AUS), Bronze, 2021

Aldi, a supermarket chain, increased brand perception and sales of its fresh produce in Australia by launching a real-life intervention to show a disgruntled customer, and the rest of Australia, how much it had improved.

Data quality assurance begins before data collection and never ends: What marketing researchers absolutely need to remember

Research Paper • Zachary Moore, Dana E. Harrison, and Joe Hair, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 693-714

Data quality has become an area of increasing concern in marketing research. Methods of collecting data, types of data analyzed, and data analytics techniques have changed substantially in recent years.

Nationwide Building Society: Behind closed doors – initiating a fundamental shift in how nationwide design for families

Case Study • MRS Awards Papers, Winner, Insight Management, 2021

Nationwide, the banking institution, established a long-term ethnographic project in the UK.

Nuffield Health: The road to recovery – building a best in class COVID-19 rehabilitation programme

Case Study • MRS Awards Papers, Winner, Healthcare Research, 2021

Nuffield Health, the healthcare charity, developed its Covid-19 rehabilitation programme to support patients suffering with long-covid in the UK.

Office for National Statistics: CENSUS 2021 – more than just a head count

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

Census 2021, the first digital-first Census, launched a campaign in the UK to encourage the participation of the entire adult population.

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.