Article
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WARC Best Practice, December 2018
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
Article
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WARC Best Practice, March 2018
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017
This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Case Study
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SABRE Awards, Best in show, In2, 2019
Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.
Article
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Gordon Euchler, Ton Hollander and Christian von Thaden, WARC Exclusive, February 2019
Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.
Article
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Orlando Wood, WARC Webinars, January 2019
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.
Case Study
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Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018
Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.
Research Paper
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Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Article
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Marylyn Donahue, Event Reports, Eyeforpharma conference, October 2018
Pharma brands should tap the power of behavioral economics as they seek to drive a change in habits among their patients.
Article
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Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018
Palau Pledge, one of 2018’s most celebrated campaigns, made a real difference to the environmental fortunes of tiny Pacific Island nation, Palau, and how it managed tourists.
Research Paper
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Christopher Pich, John Harvey, Guja Armannsdottir, Mojtaba Poorrezaei, Ines Branco-Illodo, and Andrew Kincaid, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 589-610
This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.
Case Study
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Direct Marketing Association - UK, Bronze, 2018
World Cancer Research Fund International (WCRF), a cancer charity, jolted people in the UK out of the apathy and cynicism associated with healthy eating by showing them how having a bad diet can be a cancer risk.
Case Study
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Direct Marketing Association - UK, Silver, 2018
Greenpeace, the non-governmental organisation, raised awareness around the UK outside of their core audience to drive people to sign their petition against supermarket plastic waste.
Case Study
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Direct Marketing Association - UK, Bronze, 2018
Virgin Holidays, a tour operator, encouraged UK holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.
Research Paper
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MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018
The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.
Research Paper
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MRS Awards, Finalist, MRS Award for New Consumer Insights, 2018
Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.
Case Study
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MMA Smarties, Finalist, LATAM, 2018
Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.
Case Study
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MMA Smarties, Finalist, LATAM, 2018
Fruttare, a brand of frozen fruit snacks, reinforced key attributes of the brand and pushed technology through innovation to increase its market share by 4% in Brazil.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2018
Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.
Opinion
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Andrea Bell, November 2018
WGSN’s Andrea Bell, head of Mindset, strategic insights, gives her views on what will be the drivers of change from a consumer point of view in 2019.
News
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19 November 2018
Advertisers are frequently encouraged to use emotions in their advertising but they should not think that an emotional campaign is necessarily the same as a successful campaign.
Research Paper
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George Cox, Daniel Rayner, Genevieve Hall, Jon Osborne and Vivek Banerji, ESOMAR, Fusion, 2018
Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.
Research Paper
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Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018
Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.
Research Paper
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Ameya Saxena, Archana Pai and Priyanka Bhargav, ESOMAR, Fusion, 2018
Myntra Designs, an e-commerce store for fashion and lifestyle products, launched group workshops and online consumer diaries to gain consumer insights to help it promote its brand to offline shoppers in India.
