Online & mobile research

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Article • WARC Best Practice, September 2017

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.

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.

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.

Researching in-store, at home: Using virtual reality within quantitative surveys

Research Paper • Ian Bramley, Alastair Goode, Laura Anderson and Elisabeth Mary , International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 344-351

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

From boutiques to grocers: How Godiva democratised luxury

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand extension, 2018

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

On Device Research wins at IAB Europe Research Awards

News • 24 May 2018

MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...

CROSSroads: Crossmedia and crossdevice measurement, real time, of audio-visual contents and related behaviour

Research Paper • IAB Europe Research Awards, Consumer Devices, Winner, 2018

OMD, a global media agency, launched the CROSSroads project in Spain to measure audience content consumption across media and devices.

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.

Whoozini: New market research mobile app to facilitate new product development and innovation

Research Paper • Kaustuv Mukherjee and Shawn (Sreejit) Roy, ESOMAR, APAC, 2018

Whoozini, a social networking app, applied digital MR tools to provide critical inputs to successful new product development and innovation in the US and Singapore.

Low engagement? Exploring artificial intelligence techniques to enhance survey experience

Research Paper • Joaquim Bretcha, Oriol J. Bosch and Ezequiel Paura, ESOMAR, APAC, 2018

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Shell South Africa: Emotion tracking and driver behaviour research

Case Study • SABRE Awards, Gold, Technology, Africa, 2018

Shell, an integrated energy company, raised awareness of its new fuels formulation by conducting the Shell Global Driving Experiment in South Africa.

Optimizing mobile survey research

Article • ARF - Knowledge at Hand, 2018

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Barclaycard finds a serious Gen Z

News • 22 February 2018

BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.

How Barclaycard engaged Gen Z in the research process

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

International Flavors & Fragrances Inc needed to reconceptualise its idea of freshness for the Vietnamese laundry market.

How emojis could boost survey completion

News • 26 January 2018

NEW YORK: Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).

Mobile surveys give KFC Thailand deep insights

News • 25 January 2018

BANGKOK: KFC Thailand has used mobile consumer surveys to better understand its consumer market, using the data to fuel advertising investment, product testing and a deeper understanding of consumer behaviour.

KFC Thailand draws consumer insights with mobile

Article • Anna Hamill, Event Reports, IIeX Asia Pacific, December 2017

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Faites vos jeux: McCormick bets on micro-moments

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

Orange and the immersive fan experience

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

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, Digital First, December 2017

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

Audience Measurement 5.0: Pushing the Boundaries

Article • Andrew Green, Research on WARC, December 2017

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

How content fuels everything at Estée Lauder

Article • Brian Carruthers, Event Reports, ThinkContent, November 2017

Digital is changing the way people shop for beauty products, as influencers and social wield increasing clout.
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.
Global Ad Trends: Mobile in focus

Data • James McDonald, WARC Data, November 2017

This report summarises the latest insights from WARC's Data platform.
Beer: The quest for a perfect beer and food combination using big data, algorithms and contextual consumer product testing (virtual reality)

Research Paper • Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
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.
Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Research Paper • Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.