News
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15 June 2017
BANGKOK: The use of in-store beacon technology to deliver location-based mobile offers can recruit new customers to the brand and category, generate sales uplift and drive cross-purchase opportunity, according to research.
Article
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Bill Salokar, WARC Exclusive, SKIM, May 2017
This article examines the findings of a mobile pharmaceutical study which revealed that, contrary to the manufacturer's understanding, patients play a significant role in the treatment decision, by proactively researching and suggesting possible treatments.
Research Paper
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Elizabeth May, Harvir S Bansal and Avik Halder, ESOMAR, Asia Pacific, May 2017
This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.
Research Paper
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Paul Janssen, Robin De Rooij and Marina Georgieva, ESOMAR, Asia Pacific, May 2017
This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.
Research Paper
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Teeradet Dumrongbhalasitr and Vijay Balaji M, ESOMAR, Asia Pacific, May 2017
This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.
Research Paper
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Anibal Cantarian, ESOMAR, Latin America, April 2017
This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.
Research Paper
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Andrea Lara, Andrés Moreno and Juan Andrés Tello, ESOMAR, Latin America, April 2017
This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.
Research Paper
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Dushyant Gupta and Paris Hector, ESOMAR, MENAP Dubai, March 2017
This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.
Research Paper
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Rolfe Swinton, ESOMAR, MENAP Dubai, March 2017
This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.
Research Paper
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Petra van der Heijden, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 157-172
This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.
Article
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Sonia Paul, Event Reports, Mobile Innovation Summit, December 2016
This event report addresses how Hotwire, the travel website owned by Expedia, has boosted its performance on mobile.
Article
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Matt Bush, Admap, February 2017, pp. 25-27
This article examines how mobile usage is growing exponentially, so brands should ensure that they are present for each micro-moment of the customer journey, making the experience optimised and in sync.
Article
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Courtney Cowgill, Event Reports, ARF West Conference, November 2016
This event report outlines how ESPN, the sports broadcaster, has leveraged the power of mobile to build its own brand and help its advertisers achieve their goals.
Article
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Reynold D'Silva and Sachin Sharma, WARC Exclusive, December 2016
This article offers advice on building effective mobile-first campaigns, based on new research.
Article
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Geoffrey Precourt, Event Reports, The Market Research Event, October 2016
This event report offers guidance to marketing researchers seeking to adapt in an increasingly complex technological environment, based on analysis conducted by Ipsos.
Research Paper
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MRS Awards, Finalist, New Consumer Insights, 2016
This article explores a UK study by the IAB, representing the advertising interests of digital media companies, into the areas of peak media engagement in a typical evening, demonstrating that at least half of those are not TV-related.
Research Paper
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MRS Awards, Finalist, Financial Services Research, 2016
This paper outlines a UK-based 'customer immersion project' for Lloyds Banking Group (LBG), a research programme to help drive the bank's mission of building empathy and putting customers at the heart of its business.
Research Paper
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MRS Awards, Finalist, Healthcare Research , 2016
This paper explores how a research agency partnered with a leading contact lens manufacturer to use Apple Watches to capture patients' experience of wearing two different contact lenses.
Case Study
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Ronnie Thomas, Aviraj Kumar and Priyanka Agrawal, WARC Media Awards, Entrant, Effective Channel Integration, 2016
This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.
Research Paper
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Jerry Clode, ESOMAR, Qualitative, November 2016
This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.
Case Study
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Nick Exford, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2016
This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.
Article
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Brian Carruthers, Event Reports, Market Research in the Mobile World, September 2016
This event report shows how companies are using "mobile outsourcing" to enhance their marketing research.
Article
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WARC Best Practice, September 2016
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.
Research Paper
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Stefan Kuegler, Sherri Stevens, Jason Morris, ESOMAR, Congress, New Orleans, September 2016
This paper addresses how surveys can create engagement in order to reduce boredom and keep survey respondents engaged in the answers, thereby providing better data.
Research Paper
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David Wright, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.
