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Considerations for conducting sensitive research with the LGBTQIA+ communities

Research Paper • Clifford Lewis and Nina Reynolds, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 544-551

As LGBTQIA+ people in western societies get more comfortable publicly identifying as part of the LGBTQIA+ communities, research projects are increasingly collecting data related to such orientations.

Unsafe, unheard, unvalued: A state of inequity

Article • Research on WARC, April 2021

Report from Hue, in partnership with The Harris Poll, examining the lack of progress on diversity, equity and inclusion in corporate America based on input from 2,250 professionals.

Strong customer insight: Manulife’s anchor for creating brave campaigns

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

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.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

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.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

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

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

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.

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.

Inside out: Social media influencers in rare and invisible conditions

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

Healthcare Research Worldwide (HRW), a research company specialising in healthcare, conducted a pilot study for a new method of understanding the digital behaviour of influencers with rare and invisible medical conditions.

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.

Insurance Fraud Bureau: The honest lie – cross-industry fraud communications

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

The Insurance Fraud Bureau (IFB), a non-profit company fighting insurance fraud, devised a series of interventions to lower the incidence of opportunistic insurance fraud in the UK.

BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

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

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

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

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

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.

How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

How Viagra Connect’s new campaign is breaking masculinity’s ‘last great taboo’

Article • Chiara Manco, WARC Exclusive, August 2020

Viagra Connect, the first over-the-counter treatment for erectile dysfunction, launched a campaign in the UK to tackle the shame and stigma associated with the condition.

Scale construction: Valid measurement instrument for diabetes patient engagement

Research Paper • Bejoy John Thomas, Suganya Ganesan, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 468-482

The study focuses on developing a tool to measure the engagement of diabetes patients and to explore its dimensions.

How public service ads can make an impact

News • 28 May 2020

Public service advertisers may benefit from using narrative storytelling to elicit a sense of empathy among their audience, a study published in the Journal of Advertising Research (JAR) has found.

The Power of Pledging: Helping Cancer Research unlock the potential of legacies

Research Paper • MRS Awards Papers, 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.

Public Health England’s Be Clear on Cancer Campaign

Research Paper • MRS Awards Papers, Winner, MRS Award for Public Policy/Social Research, 2019

Public Health England (PHE), the government agency, was able to uncover fresh insights in the UK that can be applied to any cancer charity or organisation.

The Bill and Melinda Gates Foundation (BMGF): From ‘villain’ to ‘vulnerable’: re-writing the story of South Africa’s men and HIV

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2019

The Bill and Melinda Gates Foundation, an American private foundation, helped cast a fresh light on young men in South Africa, demonstrating they are complex, vulnerable individuals in harsh circumstances.

Bayer: The Patient Empathy Workshop

Research Paper • MRS Awards Papers, 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.

Business banking switch - business unusual for RBS

Research Paper • MRS Awards Papers, Winner, MRS Award for Financial Services Research, 2019

RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.

How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.
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.
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 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.
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.