Behavioural insight

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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.

ODEON: Digital Customer Experience

Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

The behavioural science guide to making and breaking habits

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, January 2021

To get 2021 behavioural change goals off to a better start, The Behavioural Architects have brought together the latest thinking from behavioural scientists, neuroscientists, psychologists and practitioners to provide a practical toolkit for how to make and break habits in the new normal.

Where are we going to be?

Article • Trajectory, Research on WARC, January, 2021

This report by Trajectory looks at how the COVID-19 pandemic has had a huge impact on daily life, particularly in terms of location and proximity.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.

White Claw’s Twitch activation was the big bang of 2020 trends

News • 06 January 2021

With a livestream in which participants could control an arcade-style ‘claw’ to claim prizes delivered that same day, recent Twitch activity from White Claw, the US’s #1 hard seltzer brand, points a way to the future of live events.

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.

From DIY To DEY Economy: Behavioural shifts in the post-lockdown world

Opinion • Charu Aggarwal Harish, December 2020

Havas Group’s Charu Aggarwal Harish outlines the opportunities for brands in Asia in meeting the demands of a consumer base defined by “Do Everything Yourself”.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

The power of bad: Turning bad news into transformative stories for business and brands

Research Paper • Grant Feller, Leanne Tomasevic, ESOMAR Conference papers, Insights Festival, 2020

Global strategic consultancy Truth Consulting took a journalistic approach and highlighted bad news in its storytelling to grab more attention and appeal to certain emotions.

Disrupting system 1 thinking: Better science for smarter marketing

Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.

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.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

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.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • Ajay Mehta, Advait Purandare, Sanaa Jummal, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

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.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Insurance Fraud Bureau: The honest lie – cross-industry fraud communications

Research Paper • MRS Awards Papers, Winner, MRS Award for Financial Services Research, 2020

The Insurance Fraud Bureau (IFB), a non-profit company fighting insurance fraud, devised a series of interventions to lower the incidence of opportunistic insurance fraud in the UK.

Transport for NSW: How to keep people moving and physically distanced

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Transport for NSW (TfNSW), a government agency, conducted behavioural research to unlock behaviour insights to reduce crowding and delays.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Google: Decoding Decisions – making sense of the ‘messy middle’

Research Paper • MRS Awards Papers, Winner, MRS Award for New Consumer Insights, 2020

Google, a technology company, applied behavioural science insights to marketing practice and developed a new model of decision making that accurately reflects the complexities of online shopping behaviour.

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.

Towards deeper consumer understanding – Building personas for GSK

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

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.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
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 WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.