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WARC Best Practice, April 2019
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.
Case Study
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.
Case Study
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MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Bayer, a pharmaceutical company, increased understanding of chronic pain sufferers in the UK by launching a Virtual Reality study and a Patient Empathy Workshop.
Case Study
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MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Examines the need for pharmaceutical companies to move to a more patient-centric approach to fully grasp patient needs through detailing a research project in the UK that used chatbots to better grasp such needs.
Case Study
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019
Cancer Research UK, a charity, researched the complex and sensitive topic of wills and put supporters' voices at the core of CRUK's Legacy communication strategy.
Case Study
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MRS Awards, Winner, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, delivered ground-breaking research that continues to play a key role in addressing the global disinformation problem of fake news.
Case Study
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Case Studies on WARC, 2019
Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.
Case Study
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Matthew Nolan, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Nike successfully launched a new innovation in running shoes aimed at China's Reluctant Runners.
Case Study
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Luke Brown, Angela Smith, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.
Case Study
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Emma Bowers, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
The United Nations launched The People's Seat campaign as a way to shift perceptions of the UN, deliver broad awareness of important issues such as climate change, and, importantly, inspire direct action from the global population.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.
Case Study
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MMA Smarties, Bronze, North America, 2019
Toothpaste brand Sensodyne relaunched its website to become more mobile friendly and function as a hub for all activations and product launches, driving engagement and simplifying the path to purchase in the US.
Case Study
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MMA Smarties, Bronze, North America, 2019
The Ad Council used real-life disasters as the backdrop to an omnichannel digital strategy in partnership with influencer Jay Shetty, to support its Love Has No Labels (LHNL) campaign and promote inclusivity in the US.
Case Study
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MMA Smarties, Gold, North America, 2019
Mobile operator T-Mobile’s multichannel activation, spearheaded by a Super Bowl ad, launched its partnership with fast-food brand Taco Bell, as part of a customer reward programme in the US.
Article
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Chris Barnham, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 478-491
The notion of "meaning" is central to marketing because it is only through the making of meaning that "added value" can be created.
Case Study
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SABRE Awards, LATAM, Platinum, 2019
Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Bose, the audio equipment manufacturer, challenged the challenger and redefined sound quality in the UK and Western Europe where audio adequacy had become the norm.
Case Study
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Account Planning Group - (UK), Gold, 2019
Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.
