Research management

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VIVO Cannabis: How do you research a market that doesn’t exist?

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

VIVO Cannabis, formerly ABcann, needed to transition its marketing out of a medical-prescription market and into a legal over-the-counter, wellness, and recreational offer – it needed to understand the Canadian cannabis market and launch brands to compete in it before it became legal.

Viewpoint: Making market research work in Saudi Arabia

Article • Thomas Aichner and Abdel Monim Shaltoni, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 10-11

Market research in the Kingdom of Saudi Arabia (KSA) is becoming increasingly important for mainly two reasons.

The secret financial lives of Americans – and the future of financial services

Article • Gunny Scarfo and Ben Zeidler, WARC Webinars, December 2018

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2018

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2018

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Cancer ads enter the pharma mainstream

Article • Marylyn Donahue, Event Reports, DTC National conference, April 2018

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Rethinking qual for Gen Z

News • 14 June 2018

GLOBAL: Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

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.

Unilever Argentina: The Thermometer - Understanding people to inspire and provoke, transforming a crisis into an opportunity

Research Paper • Agustina Suner and Daniela Gail, ESOMAR, Latin America, 2018

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Brexit: Lived experience and the problems of polling

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2018

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

Breaking out of the Man Box with Axe and Topman

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2018

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Cancer Research UK: Establishing the link between cancer and obesity

Research Paper • MRS Awards, Finalist, Healthcare Research, 2017

Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.

The Home Office: Migrant research

Research Paper • MRS Awards, Highly Commended, Public Policy/Social Research, 2017

The RICU in the UK Home Office used a mix of qualitative research and open source analysis to uncover insights into criminal networks that endanger migrants.

The Home Office: Indecent images of children education and prevention campaign development

Research Paper • MRS Awards, Highly Commended, Applications of Research, 2017

The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.

Nuffield Health: Helping change the face of mental health by 2025

Research Paper • MRS Awards, Winner, Healthcare Research, 2017

Nuffield Health, a non-for-profit healthcare provider, gained a deep insight into mental health using an online community of customers and prospects in the UK.

Transport for London: Transforming travel for people with invisible disabilities

Research Paper • MRS Awards, Finalist, Public Policy/Social Research, 2017

Transport for London, a local government body, introduced the 'Please offer me a seat' scheme in the UK to help people with conditions or disabilities that aren't immediately obvious get priority seats on public transport.

Livon Hair Gain: How to use guided meditation to achieve research nirvana

Research Paper • Gauri Malhotra, Vivian Gonsalves, Sushma Panchawati and Devika Johar, ESOMAR, Global Qualitative, November 2017

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Turning a corner on negative perceptions of refugees in Europe

Research Paper • Samantha Bond, Patricia Dominguez and Nijat Mammadbayli, ESOMAR, Corporate Young Professional Award, Congress, 2017

This paper investigates whether increasing public education of the European refugee crisis by tackling barriers to support with targeted communication can positively influence a change in public attitudes.

From prototype to patient life: connecting functional attributes with emotional benefits

Article • Mike Mabey and Ariel Herrlich, WARC Exclusive, SKIM, May 2017

This paper explores personal medical devices, such as insulin pens, inhalers and auto-injectors, and the obstacles they need to overcome in order to be successfully implemented.

Video Storytelling in Medical Ethnographic Research: Uncovering unspeakable dynamics shaping patients' everyday lives

Research Paper • Afra Chen and Zou Xiong, ESOMAR, Asia Pacific, May 2017

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Marketing is out of touch with reality. Can we fix it?

Opinion • Wiemer Snijders, December 2016

The marketing industry recently received some sobering news. A study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Brent Council: Using research to create a dementia-friendly community in Brent

Research Paper • MRS Awards, Finalist, Public Policy/Social Research, 2016

This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.

Boehringer Ingelheim GmbH: Transforming the terminal cancer patient

Research Paper • MRS Awards, Finalist, Healthcare Research , 2016

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

Kicking Refugees was Just the Beginning: The European Refugee Crisis, How the Open Society Foundation used qualitative social media research in defence of human rights

Research Paper • Daniel Fazekas, Balazs Denes, ESOMAR, Congress, New Orleans, September 2016

This paper describes research by the Open Society Foundation (OSF), a global human rights organisation, into public opinion in Hungary during the refugee crisis of 2015, when the Hungarian government adopted a hard-line stance against refugees.

Head or Heart: The conflicts of political polling

Research Paper • Alexander Wheatley, ESOMAR, Corporate Young Professional Award, September 2016

This paper discusses some of the flaws and challenges of political polling methods in light of the UK referendum on membership of the European Union and advises on how researchers can make more accurate predictions.

How P&G is approaching the next tide of marketing research

Article • Stephen Whiteside, Event Reports, TMRE, October 2018

Procter & Gamble, the consumer goods giant, is evolving its approach to marketing research in a bid to more fully understand changing behavior.
Alexa, Order Heineken: How voice technology challenges brand and channel management

Research Paper • Dirk Huisman and Joris Huisman, ESOMAR, Congress, 2018

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.
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.
In pursuit of happiness: How connected insights are driving a ‘single customer view’ and business excellence for Fabindia

Research Paper • Karan Kumar and Surabhi Talwar Sekhar , ESOMAR, APAC, 2018

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.
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.
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.