Online & mobile research

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Article • WARC Best Practice, January 2019

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

Radio buttons in web surveys: Searching for alternatives

Article • Alexandru Cernat and Mingnan Liu, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 266-286

Web surveys are struggling to attract and retain respondents due to high burden and competition for the users' attention.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

Ten things RPA knows about Gen-Z

News • 23 April 2019

For all the time spent trying to understand stable truths about Generation Z, a new report suggests that a shifting identity is fundamental to understanding the cohort.

Mobile Trend: A panel that enables fundamental decision-making based on a consumer centric approach

Research Paper • Edmar Bulla and Enric Cid, ESOMAR, Latin America, 2019

Croma Solutions, a security solutions brand, performed a quantitative survey featuring an online tracker to collect data on smartphone usage and carriers in Brazil.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by by advertising agency RPA that reflects the thoughts of more than 1,090Gen Z researchers and research participants.

Where Do Surveys Fit into the Modern Marketing Ecosystem?

Article • Kyle Findlay, WPP Atticus Awards, Merit, 2018

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

How Bluetooth can unlock the mystery of outdoor reach

News • 18 January 2019

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

Enhancing mobile data with understanding of bias and error

Research Paper • Hugh Neffendorf, Chris Wroe, and Aled Davies, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 635-639

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

Measuring audience reach of outdoor advertisements: Using Bluetooth technology to validate measurement

Research Paper • Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 456-463

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Christmas LIVE – Aldi shoppers’ journey to Christmas

Research Paper • MRS Awards, Winner, MRS Award for Applications of Research, 2018

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2018

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

ITV and Channel 4: BVOD – Project Firefly

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

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Nationwide and Generation M: A meeting of hearts and minds

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

Nationwide, a British mutual financial institution and building society, uncovered insights around British Muslims by launching a lifelogging study to generate product ideas for the target.

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.

IKEA: Using the power of "chat" to uncover consumer needs around the world

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

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Google: The battle of the campaign effectiveness methodologies: can two diverse approaches deliver one truth?

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

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Dis-Chem – Winter Care Guide

Case Study • MMA Smarties, Silver, South Africa, 2018

Dis-Chem, a pharmacists, used digital ads to promote its Winter Care Survival Guide in South Africa to ensure good health throughout the winter months.

India's smartphone market set to double in four years

News • 30 October 2018

India’s smartphone market continues to record powerful growth, new data shows, with Chinese handset brands dominating the market by sales.

McNext: McDonald’s Canada adopts a fusion approach to menu innovation

Research Paper • Michaela Charette and Michael Edwards, ESOMAR, Congress, 2018

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

Superior targeting and ROI drive in-app adspending

News • 18 October 2018

Media agencies and ad buyers see mobile as the most effective channel to reach and engage users, as well as deliver the best ROI, researchers have found.

McDowell’s no.1 soda: Real Time -1

Case Study • MMA Smarties, Finalist, India, 2018

McDowell's No.1, an Indian spirits brand, increased reach among Indian consumers by using mobile surveys and audio fingerprinting to track and target alcohol consumers.

Marketing opportunities with data-driven mobile

Article • João Teixeira de Carvalho, WARC Webinars, September 2018

João Teixeira de Carvalho, CEO at Hands, discusses how brands can use the wealth of information collected from apps, smartphones, and mobile device technology to better understand their users.

How advertisers can keep mobile users engaged and reduce video-ad blocking: Best practices for video-ad placement and delivery based on consumer neuroscience measures

Article • Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, and Matthew L. Tullman, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 311-325

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.
What we know about online communities

Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about social listening and real time research

Article • WARC Best Practice, January 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
From on-device to out-of-home: Measuring the whole picture of campaign effectiveness for Google

Research Paper • IAB Europe Research Awards, Brand Advertising Effectiveness, Winner, 2018

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.
How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.