Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
The emphasis of FMCG spending in India is changing, while the willingness of Indian consumers to spend on luxury and entertainment will be limited by financial and safety factors, according to the fifth edition of Nielsen’s COVID-19 Evolving ...
Consumer priorities in the grocery category are changing to reflect new realities as the financial implications of pandemic and recession begin to hit; understanding “macro shopper mindsets” can help marketers plan for an uncertain future.
The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia. Instead, new socio-economic and behavioural patterns are shaping the future state of the industry, according to a study by Nielsen.
New flight booking data released by Amadeus, reveals that the COVID-19 pandemic has shortened flight booking lead times in the Asia Pacific (APAC) region significantly, with bookings made 17 days later on average during the pandemic, compared to ...
Numerous studies have demonstrated a surge in streaming, gaming and other online activity since the coronavirus pandemic forced people to spend more time at home, yet there also has been an uptick in more traditional pursuits – and guitar sales are ...
Three-quarters of consumers across Asia-Pacific (75%) prefer brands that offer discounts and benefits to frontline health workers, while 73% stated they want brands to include information on how they are responding to COVID-19 and to communicate ...
Europe saw a 35% rise in e-commerce app installs during the coronavirus pandemic – 12% higher than during the final-quarter holiday shopping season in 2019 – underlining the need for brands to establish a shopping app strategy.
What if your customers simply forgot they were previously loyal to your brand? What if they stopped purchasing your entire category? What if they had done so already? And what if, this was the competitive opportunity of a generation? There’s a commonly quoted figure, backed by solid research, that it takes 66 days to form a new habit or change behaviour.
E-commerce has grown under lockdown and media spending from FMCG companies such as Unilever is adjusting accordingly. The growth in online shopping is widely seen as an acceleration of a trend that was already firmly under way and few believe ...
KFC is by far the most frequently visited fast food restaurant chain in Vietnam, with 45% of respondents visiting its stores often, according to the survey by Ho Chi Minh City-based market research firm Q&Me. In second place is South ...
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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