Qualitative research

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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.

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.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

Obs: Reinventing How to Communicate Black Week

Case Study • Christoffer Nergård, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Norwegian retail brand Obs made its employees the stars of the show to get noticed in Black Week, grow market share and attract new customers.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

What we know about focus groups and workshops

Article • WARC Best Practice, December 2020

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

CovidWatch – An international social commentary on what unites and divides us during the pandemic

Research Paper • MRS Awards Papers, Winner, MRS Award for International Research, 2020

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

McDonald’s: Finding the magic in overnight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

STOP THE TRAFFIK: Research for digital disruption of human trafficking

Research Paper • MRS Awards Papers, Liz Nelson Grand Prix for Social Impact, 2020

STOP THE TRAFFIK (STT), a coalition campaign aiming to end human trafficking, uncovered insights about the ways in which Lithuanians can be exploited as they move to the UK and launched a campaign to raise awareness of human trafficking.

The Guest Club: Driving customer-centred decision-making at Whitbread

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

Multicultural Britain

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

The Multicultural Britain series was launched to provide media and policy makers with insights to accelerate much-needed change.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Grand Prix and Data-Driven Insight Award, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Sport Chek: The Gift You Didn't Get

Case Study • WARC Media Awards, Entrant, Best Use of Data, 2020

Sports retailer Sport Chek turned disappointment into delight to drive an increase in online traffic and grow sales in Canada.

Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Case Study • Charis Coleman, WARC Media Awards, Entrant, Best Use of Data, 2020

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

NZ Transport Agency: Rat's Tale

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

NZ Transport Agency, a state agency, showed young men in New Zealand what they could be missing out on if they drink drive by creating a video ad that made them realise the impact an injury could have on their lives.

How identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

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 Conference papers, APAC, 2020

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.

Alcohol. Think Again: I Need You To Say No

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Alcohol. Think again, a public education programme, relaunched its campaign Parents, Young People and Alcohol to encourage more parents in Western Australia not to supply alcohol to their children under the age of 18.

WA Super: Super is Boring

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

Sydney Children's Hospitals Foundation: Curing Homesickness

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Sydney Children's Hospitals Foundation, a charity, encouraged donations and united Australians behind the cause of tackling homesickness in children's hospitals.

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.
How P&G blends traditional insight strategy with new technologies

Article • Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020

Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.
Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by advertising agency RPA that reflects the thoughts of more than 1,090 Gen Z researchers and research participants.
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.
What we know about online communities

Article • WARC Best Practice, April 2020

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.