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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.

We listen, we care: How deep employee listening during COVID-19 boosted engagement in Coca-Cola Brazil

Research Paper • Rosaline Hester; Ximena Diaz Alarcón, ESOMAR Conference papers, 2021

Coca-Cola, a soft drink brand, demonstrated to its employees in Brazil during the COVID-19 pandemic that it was not only listening to their opinions but that it was also taking what they said on board and taking action to improve their experience.

Trust me, I’m a futurist: How I harnessed curiosity to imagine a post-pandemic future

Research Paper • Joanna Lepore, ESOMAR Conference papers, 2021

Mars Wrigley, a food company, assigned a dedicated team to focus in foresight in North American.

Ten question to stop the spread: Harnessing data to move Philippine HIV advocacy forward

Research Paper • Adam Crayne, ESOMAR Conference papers, 2021

The EON GROUP, an electric utility company, and Tangere, a survey app, collaborated to gain an insight into public perceptions surrounding HIV in the Philippines and to identify how HIV programming can improve.

The evolution of market research into “Brandtech”

Research Paper • Kyle Findlay, ESOMAR Conference papers, 2021

Kantar, a data, insights and consultancy company, demonstrated the benefits of brandtech.

Joseph Rowntree Foundation (JRF): Destitution in the UK – using innovative research to drive positive social change

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

The Joseph Rowntree Foundation, the social change organisation, conducted an extensive study of destitution in the UK.

A journey into achieving: Creative excellence for TikTok across europe

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

TikTok, a video-focused social networking service, launched a campaign in Germany to strengthen the relationship with their current audience and increase tracking measures.

REACT (Real-time Assessment of Community Transmission): Daily data to fight a pandemic

Case Study • MRS Awards Papers, Highly Commended, Public Policy/Social Research, 2021

Ipsos MORI, a market research company, launched a campaign in the UK to conduct population surveillance studies to track the prevalence of COVID-19 and COVID-19 antibodies.

Consumer Council for Water: Sink sense – kitchen sink habits caught on camera

Case Study • MRS Awards Papers, Highly Commended, New Consumer Insights, 2021

Blue Marble Research,a research agency, conducted an observational study in the UK.

Unilever: The future of hygiene – disrupting the conventional client-agency paradigm to create expansive futures

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

Unilever, a consumer goods company, and Quantum, a design strategy company, launched a global campaign to examine the evolving definition of hygiene and identify actionable opportunity spaces (OS) for the brand to rethink the positioning of its hygiene products.

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.

COVID-19 and the forgotten C

Case Study • MRS Awards Papers, Grand Prix, 2021

Macmillan, the charity group, provided an evidence base for organisational decision making and drew attention to the challenges faced by people living with cancer during the pandemic in the UK.

Better Health Mexico: A programme aiming to address the drivers of obesity

Case Study • MRS Awards Papers, Finalist, International Research, 2021

2CV, a global research agency, launched a campaign in Mexico to reduce obesity rates in two municipalities in Jalisco, both of which suffer from economic deprivation.

Johnson & Johnson: Identifying HIV+ patients at risk of dropping out of care in South Africa

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

Ipsos, a market researcher, conducted a study in South Africa to predict which psychological, structural, and social factors may lead to a HIV+ patient dropping out of care.

Penguin: Cultural insights at Penguin Random House UK

Case Study • MRS Awards Papers, Finalist, Cultural Insights, 2021

Penguin Random House(PRH), a publishing company, launched a campaign in the UK to adapt its creative strategy to meet with the demands of audience-first publishing.

The Met Office: Bridging the confidence gap – empowering responders in the strategic development of the National Severe weather Warning Service (NSWWS)

Case Study • MRS Awards Papers, Finalist, Business-to-Business Research, 2021

The Met Office, a national weather service, launched a research study in the UK to provide insight which captured the needs of Responder Organisations and informed the strategic development of the National Severe Weather Warning Service (NSWWS).

The Gamesys Group: Communicating responsible gambling

Case Study • MRS Awards Papers, Winner, New Consumer Insights, 2021

Gamesys, the online gaming company, adapted its responsible gambling strategy to become more relevant in the UK.

Department of Health: COVID-19 social distancing and behaviour study

Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021

The Department for Health and Social Care (DHSC), a government department, conducted a research study in the UK to inform the Government's Covid-19 communications response and policy design and assess the behavioural response and changing circumstances.

TSB Bank: It’s not whether you get knocked down, it’s whether you get back up – how customer insight heralded a new era for TSB

Case Study • MRS Awards Papers, Finalist, Financial Services Research, 2021

TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.

HSBC: Green products proposition study

Case Study • MRS Awards Papers, Finalist, Financial Services Research, 2021

HSBC, a bank, launched a worldwide research study to uncover insights into delivering green banking and investment products in its retail division.

FCDO: Climate action segmention

Case Study • MRS Awards Papers, Finalist, International Research, 2021

The Foreign, Commonwealth & Development Office (FDCO), a government department, launched an international campaign to enable and empower business leaders and individuals around the world to tackle climate change, focusing on carbon reduction and biodiversity.

Research with, by and for ethnically diverse youth: A blueprint for inclusive research

Case Study • MRS Awards Papers, Finalist, Inclusive Research, 2021

Versiti, a market researcher, launched a campaign in the UK to study the differential impact of the pandemic on the ability for young ethnic minorities to find and keep good jobs.

Can marijuana counter-marketing prevent underage use? Analyzing youth response to Colorado’s “Don’t Be a Lab Rat” campaign

Research Paper • Mike Sukle, Dan Schultz, Andrew J. Czaplewski, and Thomas Martin Key, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 456-471

Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age.

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.

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.
How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.
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.
How to deliver consumer insight

Article • Merry Baskin, WARC Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.
How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.