Qualitative research

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What we know about qualitative theories & methods

Article • WARC Best Practice, January 2018

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Singapore Tourism Board: Justice Bao and The Missing Travel Insurance

Case Study • Ruth Lim, WARC Awards, Shortlisted, Effective Social Strategy, 2018

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Gas-X: Finding the female gaze in fart jokes

Case Study • Archana Iyer, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Durex Jeans: Condom or denim?

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sourav Ray, Sarthak Ranka, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Pril: One-Drop Bottle

Case Study • Ali Cheikhali, WARC Awards, Shortlisted, Effective Innovation, 2018

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

BBC Asian Network: 100% Asian. 100% British – How a simple insight changed a radio station

Case Study • Joe Smith, WARC Awards, Shortlisted, Effective Innovation, 2018

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

hearLIFE Clinic: Lost Frequency

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2018

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.

UnitedHealthcare: Ways In

Case Study • ARF Ogilvy Awards, Silver, 2018

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Farmers Insurance: We know from experience

Case Study • ARF Ogilvy Awards, Gold, 2018

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

Budweiser: Born the Hard Way

Case Study • ARF Ogilvy Awards, Gold, 2018

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

MetLife Japan: #ChangeRougo

Case Study • ARF Ogilvy Awards, Bronze, 2018

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

UNIQLO: #UncommonThread

Case Study • ARF Ogilvy Awards, Bronze, 2018

UNIQLO, a clothing brand, changed its global strategy and repositioned its brand as clothing made for all in order to have a successful opening weekend for its new store in Toronto.

Emergen-C: Emerge and See

Case Study • ARF Ogilvy Awards, Silver, 2018

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Truth Initiative: #StopProfiling

Case Study • ARF Ogilvy Awards, Gold, 2018

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Honey Nut Cheerios: Bring Back the Bees

Case Study • ARF Ogilvy Awards, Gold, 2018

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Covered California: Life can change in an instant

Case Study • ARF Ogilvy Awards, Bronze, 2018

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Naughty Bags: Reinventing the condom

Case Study • ARF Ogilvy Awards, Silver, 2018

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Bank of America: Deposit path to purchase

Case Study • ARF Ogilvy Awards, Bronze, 2018

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Mr. Clean: Cleaner of Your Dreams

Case Study • ARF Ogilvy Awards, Grand Ogilvy, 2018

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Using reality TV to garner consumer insight

Article • Rhiannon Price, Admap, March 2018, pp. 17-19

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

How Jaguar Land Rover delivered untapped insight

News • 02 March 2018

BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.

Choosing Imagery in Advertising Healthy Food to Children: Are Cartoons the Most Effective Visual Strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs, Journal of Advertising Research, Digital First, February 2018

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Carlsberg: A story of brand reinvigoration

Case Study • Design Business Association, Grand Prix, 2018

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Air Wick Scented Oil Warmer

Case Study • Design Business Association, Bronze, 2018

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Raising the bar for London Beer Lab

Case Study • Design Business Association, Silver, 2018

London Beer Lab, a UK brewery that runs brewing workshops, increased sales and workshop income by putting the joy of experimentation at the centre of its identity.

Mindshare’s five trends for 2018

Article • Sam Peña-Taylor, Event Reports, Mindshare's trends report, January 2018

Media agency Mindshare identifies five broad trends that are currently shaping the marketing world and which marketers will have to address in the coming 12 months.
Kantar Millward Brown: AdReaction - Engaging Gen X, Y and Z

Article • IAB Europe Research Awards, Highly Commended, Digital Advertising Formats, 2017

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.
Cocktails, spirits … and all those in between! Digital path to purchase in the liquor and spirits industry

Article • Maria Alejandra Velandia and Gabriela Parias Rojas, ESOMAR, Latin America, April 2017

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.
The curious contradiction of millennial individualism: A marketer's guide to the millennial psyche related to wearable tech

Article • ARF Experiential Learning, ARF Annual Conference 2017

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.
Brand experience in 2017: How brands can use virtual and augmented reality

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.
How Nike adapts ‘Just Do It’ to work across cultures

Article • TNS, WARC Exclusive, April 2016

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.