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Winning hearts and minds: Why your brand needs difference and distinctiveness (and how market research can help)

Article • Phil Sutcliffe, WARC Exclusive, May 2021

Looks at how marketers can create and sustain both difference and distinctiveness and how market research can help.

Co-designing social marketing programs with “bottom of the pyramid” citizens

Research Paper • David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki and Georgette Leah Burns, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 86-105

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

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.

Evaluating academic and media nongovernmental organization partnerships for participatory data gathering

Research Paper • Emma Heywood, Beatrice Ivey and Sacha Meuter, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 43-57

This article discusses participatory methods for data gathering in the context of a partnership between a Swiss-based media development organization, Fondation Hirondelle, and a research team at the University of Sheffield.

From change management to change leadership: How I (accidentally) transformed a massive CPG insights organisation

Research Paper • Michelle Gansle, ESOMAR Conference papers, Insights Festival, 2020

Multinational manufacturer Mars, in examining the changing world brought about by COVID-19, identified five key shifts for the insights industry to make to evolve its own function and create value.

How design thinking allows market research to take the lead and become an innovation powerhouse

Research Paper • Nicholas Lee Jianhao, Alex Wilman, ESOMAR Conference papers, Insights Festival, 2020

Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

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.

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.

Unilever: Putting the consumers voice through-out the business

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.

LATAM Airlines: How monetising NPS helped us take CX investment decisions

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

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

Visa: Consumer payments landscape – delivering a single source of truth

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

Visa, a financial services corporation, developed a single database to be used by all principle stakeholders in the complex payments market in the UK.

Unilever: Geo-tracking – can you predict trends before they occur?

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

Independent Age: Lived experience of older age amongst marginalised sub-groups

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

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

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.

Using semiotics in marketing: How to achieve consumer insight for brand growth and profits

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

The owner of Lawes Consulting, a research company, published a book entitled Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits, which is already impacting market research.

Integration of product and personal motivation yields KPI lifts

Research Paper • Bill Harvey, Bill McKenna, Kasper Skou and Charles Cantu, ARF Experiential Learning, November 2020

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

Research in the wake of tragedy: When qualitative research became 'emotion work'

Research Paper • Sandeep Dutta, Anjani Athukorala, Fiona Juriansz Munasinghe and Ramani Samarasundera, ESOMAR Conference papers, APAC, 2020

Hemas, a consumer brand, outlines the challenges of conducting qualitative research in the aftermath of a national tragedy in Sri Lanka.

The future looks bright for insights professionals who can marry theory and application

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

Hatted’s Dan Foreman outlines how the corporate insights function is shaping up and what the discipline could look like in 2030.

Talking with machines: Chatbots as a powerful insights tool

Research Paper • João Pedro Calixto and Marcelo Chanis, ESOMAR Conference papers, Latin America, 2020

This paper explores developing chatbots to conduct market research interviews that are simultaneously qualitative and quantitative and can rapidly obtain data at a low cost.

Future proof strategies: User-centred innovation for the cement market

Research Paper • Gonzalo Roqué, Tomás L. Ortiz Ferrer and Juan Ignacio Urani, ESOMAR Conference papers, Latin America, 2020

Holcim, a Swiss-based global building materials and aggregates company, implemented a collaborative design strategy to find common patterns in user problems in Argentina and find immediate solutions.

Augmented reality: An ally for digital marketing research

Research Paper • Cristina Leo and Francisco Calixto, ESOMAR Conference papers, Latin America, 2020

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.

The power of your own diaspora: Learnings about the use of online communities

Research Paper • Pedro Fernández and Laura Catalina Gómez, ESOMAR Conference papers, Latin America, 2020

ProColombia, the national trade promotion organisation in Colombia, explored the value of establishing an online community of Colombians living abroad and the impact they can have on Colombian exporters.

How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.

How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.
Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article 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.
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.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
How does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Research Paper • John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Vol. 61, No. 1, 2021

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.