Qualitative research

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What we know about qualitative theories & methods

Article • WARC Best Practice, April 2019

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.

Institute of Waste Management of Southern Africa: Research for sustainable reputational growth

Case Study • SABRE Awards, Africa, Superior Achievement in Measurement and Evaluation , Diamond, 2019

Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

TIAA: Divorce Stories

Case Study • SABRE Awards, North America, Digital Campaign, Gold, 2019

TIAA, the insurance company, reached divorced women in the US using influencers to promote its content on TIAA's divorce hub.

Clorox® Total 360® System: A Game Changer in Fighting Outbreaks

Case Study • SABRE Awards, North America, Product Media Relations, Gold, 2019

Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.

Proof Inc.: Fraud=Fraud

Case Study • SABRE Awards, North America, Associations, Gold, 2019

Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

TIAA: Recognizing 100 Difference Makers with $1M for A Better Tomorrow

Case Study • SABRE Awards, North America, Financial Services, Gold, 2019

TIAA, the insurance services company, generated media awareness in the US for its Difference Maker 100 program, enabling it to exceed all its KPIs.

International Rescue Committee: Saving Lives in Yemen

Case Study • SABRE Awards, North America, Not-For-Profit Organizations, Gold, 2019

The International Rescue Committee’s (IRC), a humanitarian aid organisation, increased US awareness and support for the crisis in the Yemen by hosting ABC News' late-night news program, ABC Nightline.

Launching the Alliance to End Plastic Waste

Case Study • SABRE Awards, North America, Chemicals & Industrials, Gold, 2019

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

iCAD Inc: Nothing Artificial About It – A PR Launch for an AI Mammography Solution

Case Study • SABRE Awards, North America, Medical Technology, Gold, 2019

iCAD, a medical device manufacturer, developed a creative, multi-pronged campaign to promote its AI-powered solutions among healthcare and consumer-facing audiences in the US.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Johnson & Johnson Consumer, Inc: #HowWeCare

Case Study • SABRE Awards, North America, Integrated Marketing, Gold, 2019

TYLENOL, a pain relief brand, increased brand awareness in the US by launching a video campaign and a support platform for caregivers that shares their personal experiences with caregiving.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

Jawwy: Pay for what you use

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Mobile network Jawwy used social media and online video to persuade young consumers in Saudi Arabia to ditch their current mobile provider and switch.

Coca-Cola: Never Take the Jersey Off

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Shortlisted, Effective Content Strategy, 2019

YouTube, the video streaming service, used TV ads to overcome fears about data usage and increase numbers of users in rural Indonesia.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Rexona: Movement for Movement

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for disabled people in Indonesia under its Movement for Movement campaign.

River Island: Labels Are For Clothes

Case Study • Zehra Chatoo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

River Island, the British fashion brand, successfully increased revenue in the UK by running an informed social media campaign.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

The United Nations: The People's Seat

Case Study • Gemma Bardsley, Sophie Tapper, Alex Bousquet-Chavanne, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The United Nations used social media to drive a global campaign to tap into grassroots activism and let the people of the world have their say on climate change at the COP24.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
The six universal drivers of brand love

Article • Chiara Manco, Event Reports, IAB Europe Interact, May 2018

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Millennial lens: Deep-dive into much more than an age group

Research Paper • Constanza Cilley, ESOMAR, Latin America, 2018

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.
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.