Qualitative research

1,149 results found

Sort by

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.

IHOP: A data-fueled solution that rises to the occasion

Case Study • Natalie Pidding, WARC Media Awards, Shortlisted, Best Use of Data, 2018

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

KFC: Olé Olé Hour

Case Study • Phoenix Tang, Chan Su Ling, Galen Lau, WARC Prize for Asian Strategy, Entrant, 2018

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Diamond Producers Association: Real is Rare. Real is a Diamond.

Case Study • Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Nestlé Dancow: Iya Boleh – Yes, you can

Case Study • Sumegha Rao, Jean Paul de Ponti, Heru Santoso, Krisnina Hanum, WARC Prize for Asian Strategy, Entrant, 2018

Dancow, a growing-up milk brand, increased sales in Indonesia by encouraging parents to say yes to their children.

Kecap ABC: Putting mothers first with first press

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Hiroshima Tourism: Oyster Kanji Dictation

Case Study • Susumu Yamamoto, WARC Prize for Asian Strategy, Entrant, 2018

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Alpenliebe Juzt Jelly: How to sell candies at a 2000% mark-up

Case Study • Jitender Dabas, Harshvardhan Sahni, WARC Prize for Asian Strategy, Entrant, 2018

Alpenliebe Juzt Jelly, an Indian confectionery brand, grew the contribution of the larger-than-one-rupee price point by marketing its multipack bags to families rather than solely children.

Marina Bay Sands: Come Alive at Marina Bay Sands

Case Study • James Honda-Pinder, WARC Prize for Asian Strategy, Entrant, 2018

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

JP Series: A digital branding campaign for room air conditioners in APAC

Case Study • Kento Sakuma, Nick Ashley, Mamoru Kotani, Kohei Matsui, WARC Prize for Asian Strategy, Entrant, 2018

Mitsubishi Electric, an appliances manufacturer, used a TV ad to increase sales of its new JP series air conditioner across Asia.

Iodex Balm: Thodi Himmat Thoda Iodex

Case Study • Sana Ghai, WARC Prize for Asian Strategy, Entrant, 2018

Iodex, a pain relief brand, repositioned itself to appeal to modern Indian women through a TV ad.

Project Nanhi Kali: Nanhi Kali Storybooks

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Nanhi Kali, an organisation working for girl children education in India, used a storybook-based campaign to raise awareness and increase donations.

Dettol: Good habits in a bottle

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

ABC Kacang Hijau: Six-second stories that helped reverse six quarters of decline

Case Study • Dhiren Amin, Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Better-for-you beverage brand ABC Mungbean used an online campaign in Indonesia to turn around three semesters of decline with minimal marketing investment.

Dabur Real: Getting India to drink more juice, one small pack at a time

Case Study • Ekta Relan, Srishti Jain Khandelwal, WARC Prize for Asian Strategy, Entrant, 2018

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

Circles.Life: End data deprivation

Case Study • Rahul Chawra, Dilip Garga, WARC Prize for Asian Strategy, Entrant, 2018

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Neurobion: Nerve Therapy Trip

Case Study • Melissa Garrovillo, WARC Prize for Asian Strategy, Entrant, 2018

B-vitamin supplement brand Neurobion used an experiential campaign to increase market share in the Philippines.

Leading-edge consumers drive cultural relevancy

News • 31 October 2018

Leading-edge consumers can upend consumer insights strategies for brands looking to achieve cultural relevancy, avoiding the “tunnel vision” effect that can result from solely focusing on core consumer insights.

Rethinking consumer insights for cultural relevancy

Article • Low Lai Chow, Event Reports, QUAL360 APAC, October 2018

Leading-edge consumers can upend consumer insights strategies for brands looking to achieve cultural relevancy.

Reconciling contradicting facts by instituting a “hierarchy of truth” to bust myths

Research Paper • Pavi Gupta, Mick Hedberg, Vittorio Raimondi and David Exelby, ESOMAR, Congress, 2018

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.

Barry Callebaut Strikes Gold with the Chocolate of the Future: How functional, emotional and sensory profiling speeds up chocolate innovation

Research Paper • Karin Loobuyck, Ludovic Depoortere and Jasper Scheir, ESOMAR, Congress, 2018

Barry Callebaut, a cocoa producer and grinder, applied the Symphony of Senses Model to innovate in a consumer-centric manner in Belgium.

Fortune of the Commons: Potentializing the power of the collective in research

Research Paper • Sofía Zacarías and Inés Cuevas, ESOMAR, Congress, 2018

Barcel Org, a confectionery and snack food brand, used qualitative ethnographic research to understand eating trends around a popular snack in Mexico to help it market its own snack products.

The Future of Market and Social Research is Qualitative: Developing professional qualifications for qualitative researchers

Research Paper • Phyllis Macfarlane and Sonia Whitehead, ESOMAR, Congress, 2018

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

Case Study • Nisha Yadav and Takeshi Oshima, ESOMAR, Congress, 2018

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Learning – Every Damn Day: How to interpret your world and find Ikigai

Article • Vanessa Oshima, ESOMAR, Congress, 2018

The founder of data company Heart-Data Inc introduces the Japanese concept of “ikigai” and how to apply it to brand (personal brand or business brand) questions.

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.
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

Research Paper • 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.
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.