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How brand leaders can hold on to their advantage

Opinion • Andrew Wardlaw, January 2021

Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

How to balance long-term and short-term objectives during a crisis

Article • Mike White, WARC Exclusive, January, 2021

As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.

‘Touching fish’ challenges 996 in China

News • 20 January 2021

China’s culture of long working hours is again under criticism following the recent deaths of several tech company employees, but there are signs that a younger generation is fighting back.

Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.

Brands need to adapt for a new wave of online shoppers in KSA and UAE

News • 19 January 2021

Up to a quarter of online shoppers in KSA and UAE are new to the experience and started as a result of the pandemic.

E-commerce and the future of effectiveness in KSA and UAE

Article • WARC Exclusive, January 2021

Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.

Learning to love the fourth space

News • 15 January 2021

Pandemic and lockdown has led to a further blurring of the boundaries between work and home and what was the third space; a report from Trajectory posits the development of a fourth space.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.

Why you need a proactive insights agenda

News • 05 January 2021

When the pandemic and lockdown hit the UK, the research team at the Nationwide Building Society didn’t wait for a brief but began a diary project which is informing future strategy in several areas.

Where tech heads in 2021

News • 05 January 2021

Predictions for 2021 look very different from those made for 2020, as much of the world grows accustomed to life under COVID-19, tech will help us live life firmly at home.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Strategic themes in services and payments

Article • Euromonitor, Research on WARC, December 2020

The combination of officially mandated shutdowns and radical cutbacks in consumer demand due to COVID-19 is reshaping physical space and the surge in demand for e-commerce is putting pressure on brick-and-mortar operators.

Culture in Crisis: What will 2021 mean for brands as we move forward to a post-pandemic world?

Opinion • Radhecka Roy, December 2020

Ipsos’ Radhecka Roy outlines why cultural contexts have taken on heightened importance for brands trying to connect with consumers in varying stages of recovery in the coming year.

World market for consumer health

Article • Euromonitor, Research on WARC, December 2020

This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

How pharmaceutical brand teams can design new pathways to market and compete on better health outcomes

Article • John G. Singer, WARC Exclusive, December 2020

This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.

The role of culture in a global crisis: Understanding how identities and values shape behaviour

Article • Radhecka Roy, Research on WARC, December 2020

The global coronavirus pandemic has disrupted life, livelihoods and health across countries and cultures.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

CovidWatch – An international social commentary on what unites and divides us during the pandemic

Research Paper • MRS Awards Papers, Winner, MRS Award for International Research, 2020

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

We’re in it together! How a syndicated solution allowed pharma to understand the impact of COVID-19 on clinical practice

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Instar, a global healthcare research agency, devised a research programme to minimise the market research burden for healthcare professionals while providing a consistent approach to tracking trends over time.

Home is still where the immediate future is

News • 03 December 2020

For all the optimism surrounding COVID-19 vaccines and their possible imminent deployment, mass distribution remains some months away; the home-based lives of 2020 will continue well into 2021 and brands will need to respond accordingly.

Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi, WARC Exclusive, February 2020

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.