Behavioural insight

1,292 results found

Sort by

What we know about consumer decision making

Article • 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.

What we know about behavioural economics

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

What we know about gamification as a research method

Article • 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.

How to use behavioural science to build new habits

Article • 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.

How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Research Paper • Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia, ESOMAR, Latin America, 2019

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.

Sweating the small stuff: How to use behavioural science to build more effective communications

Article • Crawford Hollingworth and Liz Barker, Research on WARC, April 2019

Details how marketers can apply behavioural science to optimise everyday communications.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

Exploring sharing behaviors across social media platforms

Research Paper • Chang-Dae Ham, Joonghwa Lee, Jameson L. Hayes and Young Han Bae, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 157-177

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem.

Behavioral design: psychology as a tool for marketers

Article • Carin Fredlund, WARC Best Practice, April 2019

Looks at behavioural design and as an applied form of behavioural economics.

Saving the planet nudge by nudge: Using behavioural economics to create effective communications for a sustainable future

Article • Crawford Hollingworth and Sarah Murray, Admap, April 2019

Looks into how behavioural economics can be used to create effective communications for a sustainable future.

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

New Frontiers in Behavioural Science: The past, the present and the future

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, March 2019

Looks at how behavioural science is currently being used to aid marketers and how it will be used in the future.

The Behavioural Scientist’s guide to fuelling creativity

Article • Crawford Hollingworth and Liz Barker, Research on WARC, 2019

Provides a guide for how to build more creative environments or brainstorming sessions that maximise creativity, breadth and quality of ideas.

How behaviour-based marketing can improve B2B marketing

Article • Jon Clarke, WARC Best Practice, March 2019

Outlines the five-step approach which helps to start the journey to a more behaviour based strategy.

Why brands should target people going through life events

Article • Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019

People who have recently experienced a life event are more likely to try new brands and are therefore an ideal target market for many product categories.

A new 'wearout' standard for a new era of advertising

News • 15 March 2019

Established assumptions about advertising wearout are in doubt following changes in the media ecosystem, a study in the Journal of Advertising Research (JAR) has argued.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

How behavioural science explains the brand gap

Article • Brian Carruthers, Event Reports, The Future of Brands, February 2019

Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.

Are consumers eating their feelings? How memory and emotion create stronger brand connections

Article • Amy Shea and Emily Higgins, WARC Webinars, February 2019

Amy Shea, director of brand experience at Ameritest, and Emily Higgins, vice president of client services at Ameritest, discuss how marketers can build emotion and drive choice in their categories.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show #1, In2, 2019

Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.

How to build a brand by doing, not theorising

Article • 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.

The Higgs boson of creative effectiveness

Article • 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.

Barilla: Look for yourself

Case Study • 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.

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand

Research Paper • 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.

How pharma brands can leverage behavioral economics

Article • 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.

What we know about consumer decision making

Article • 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.
How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
How to use behavioural science to build new habits

Article • 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.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.