Qualitative research

1,663 results found

Sort By

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.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Strategy Toolkit module 5: Generating insight

Article • WARC 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.

Volkswagen: Voice of Volkswagen-ers

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Volkswagen, an automotive brand, increased sales and consideration in Taiwan by placing Volkswagen vehicles in high-traffic areas alongside rumour balloons that showcased common questions and misconceptions about the brand and its vehicles.

Himalaya Herbals: Win The Fight

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Himalaya Herbals, a personal care brand, empowered people suffering from acne in Indonesia with its Win the Fight campaign.

Beyond the Label: Mental Health Public Education

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Singapore Tourism Board: Promoting Singapore to Singaporeans

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Samsung: #SubtlySponsoredPost – How Samsung overtook Apple in a-not-so subtle way.

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2021

Samsung, a technology company, launched its #SubtlySponsoredPost campaign to promote the latest version of its Galaxy A Series smartphone in Australia.

Broan: Come Home to Fresh Air

Case Study • SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2021

Broan, a brand of home ventilation products, promoted its SurfaceShield product in 2019 by launching a booth at the International Builders' Show and a supporting social campaign.

Ford Motor Company: Electric Vehicle Myths Busted

Case Study • SABRE Awards, IN2, North America, Best Persuasive Content, 2021

Ford, an automotive brand, launched an educational web portal and blog posts to inform consumers of the benefits of electric vehicles.

E Pluribus Unum: Divided by Design – Findings from the American South

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

E Pluribus Unum, a non-profit initiative, promoted its report with learnings on what can bring South America together by launching an interactive website with rich multimedia components.

The Trevor Project: Sparking A Dialogue of Hope for LGBTQ Youth

Case Study • SABRE Awards, IN2, North America, Micro Marketing, 2021

The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.

US Census Bureau – 2020 Census: Shape Your Future. Start Here.

Case Study • SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2021

The US Census Bureau, a US federal agency, set out to count 330 million people in under nine months to determine federal funding and political representation for the coming decade.

Clorox Clears Teachers’ Back-to-School Wish Lists

Case Study • SABRE Awards, IN2, North America, Non-profit/Charity, 2021

Clorox, a brand of cleaning products, financially supported teachers in the US to ensure they had the necessary supplies to teach remotely during the coronavirus pandemic.

Prodoscore: How Prodoscore Makes Work from Home Actually Work

Case Study • SABRE Awards, IN2, North America, Best New Company/Executive Launch, 2021

Bospar, a tech PR firm, positioned Prodoscore, a brand of productivity intelligence software, as the ideal way of maintaining productivity while working from home (WFH) in the US.

Avaya: Reinvigorating a 20-Year-Old Brand

Case Study • SABRE Awards, IN2, North America, Corporate Reputation/B2B/Investors, 2021

Avaya, a global communications company, shed its legacy image and showed the market its refreshed business model and value proposition in the US.

Stallergenes Greer: Extending STAGR's Unsurpassed Service Model with a Robust Digital Ecosystem

Case Study • SABRE Awards, IN2, North America, Best in Digital Brand Platforms, 2021

Stallergenes Greer, an allergy immunotherapy manufacturer, launched an ecosystem of immersive resources and educational CRM programs in the USA.

Using immersion research and people-driven design to improve behavior change programs

Research Paper • Dee Jupp, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 9-14

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges.

Exploring the market to establish an advanced surgical community eye hospital

Research Paper • Ishaana Sood, Shalinder Sabherwal, Shantanu DasGupta, Naval Chauhan, Anand Chinnakaran, Sathish Nagappan, Suresh Chandra, Madhur Mishra, Mukesh Kumar, Umang Mathur, Ashish Saksena and Arun K. Arora, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 106-120

Developing countries often cite shortage of human resource, limited accessibility, low affordability, and asymmetric availability of health care resources as the provider end barriers to health care service utilization.

Invesco: Times Change

Case Study • DMA (UK), Silver, 2020

Invesco, an investment management company, increased brand familiarity in the UK by launching a platform that showed how learning from the past leads to a better future by reinventing classic artworks.

Department for Environment, Food and Rural Affairs (DEFRA): Petfished

Case Study • DMA (UK), Bronze, 2020

DEFRA, the UK government Department for Environment, Food and Rural Affairs, increased awareness of the dangers of buying from low-welfare animal sellers in the UK by launching a hard-hitting mini-documentary.

ODEON: Digital Customer Experience

Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

Rexona: Gerak Tak Terbatas (Unlimited Moves)

Case Study • MMA Smarties, Silver, APAC, 2020

Rexona, a deodorant brand, relaunched its mobility assistant app Gerak in Indonesia to invite society to connect, collaborate and contribute better to the disabled community in Indonesia by introducing the campaign Unlimited Moves.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

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.
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.
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.
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 2020

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.
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.