Article
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WARC Best Practice, October 2019
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, September 2019
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, May 2019
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.
Article
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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.
News
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03 August 2020
New research from Google and the Behavioural Architects seeks to understand the complexities of the purchase decision process at a time when e-commerce is erupting as a result of COVID-19 – here’s what you need to know.
Article
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Ken Roberts, WARC Best Practice, July 2020
Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.
Case Study
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Case Studies on WARC, 2019
German software corporation SAP launched the new category of Experience Management with a campaign that used psychographic targeting to reach its audience of business travellers.
Article
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Vytautas Dikcius, Sigitas Urbonavicius, Vilmante Pakalniskiene, and Indre Pikturniene, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 449-467
The article concentrates on the delineation between children's participation and children's influence in a family purchasing process.
Article
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Cordão, Research on WARC, July 2020
Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.
News
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21 July 2020
China and India have over-indexed on concerns about the on-going coronavirus outbreak, while Japan has kept pace with global norms, according to a new study by McCann Worldgroup.
News
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21 July 2020
Results of the tech firm’s study into employee behaviour during the radical and unprecedented shift to fully remote working in the wake of the COVID-19 pandemic hold lessons about the new realities of life and work and how to adapt to them.
News
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20 July 2020
Brands will need to adopt a more localised and age-segmented approach to marketing rather than relying on homogenous, macro trends in order to account for the unevenly distributed cognitive and behavioural effects of the pandemic.
Article
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Win Ee Chun and Dr Gemma Calvert, WARC Trends, July 2020
In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.
News
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10 July 2020
Brands that act as “corporate allies” to the lesbian, gay and bisexual communities by featuring same-sex couples in ads are likely to see an uplift in purchase and recommendation intent among these audiences, a study in the Journal of Advertising ...
News
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06 July 2020
Pubs and hairdressers have reopened in many parts of the UK in a move that points towards a return to normality, but a YouGov poll last week indicated public ambivalence as people continue to feel worried and uncertain; in times like this, ...
Case Study
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Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2020
Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.
Case Study
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Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020
Car manufacturer Nissan Middle East attracted younger buyers to its Altima marque by giving them an opportunity to personalise their car colour based on their DNA, improving the brand's tech credentials and boosting sales in the United Arab Emirates.
Case Study
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SABRE Awards, Gold, EMEA, 2020
REGINA MARIA, a private healthcare network, discouraged Romanians from self-diagnosing on the internet and highlighted the importance of visiting a doctor by using Google to take, and fail, the exam that future doctors were taking.
Article
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Irene Joshy, WARC Trends, June 2020
Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.
Article
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WARC COVID-19 Series, June 2020
Shows how behaviours are changing during and after the COVID-19 pandemic and provides a behavioural road map for how to communicate today and in the foreseeable future.
Article
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Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Digital First, June 2020
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
Opinion
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Richard Shotton, June 2020
Research has shown that major life events can have an impact on micro decision making - the kind that affects brands, argues Richard Shotton. In 1859 Samuel Smiles released his book, simply called Self-Help .
Article
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Mehak Bharti and Sharon Ng, WARC Exclusive, June 2020
Do deals evoke deeper unconscious desires within Asians that make it difficult for them to resist? New research by Nanyang Business School suggests, yes.
Article
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Mark Barber, WARC Exclusive, June 2020
A review of insights and best practice findings from Radiocentre and Shoppercentric’s research into the effects of radio’s last-minute reach of shoppers for FMCG brands.
