Behavioural insight

What we know about consumer decision making

Article • 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.

What we know about behavioural economics

Article • WARC Best Practice, September 2019

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, 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.

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 P&G blends traditional insight strategy with new technologies

Article • Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020

Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.

How to design healthcare apps that improve peoples’ lives, by thinking differently

Article • Ross Taylor, Admap, January 2020

Identifies core attributes for increasing healthcare app success by focusing apps on behaviour changes in patients.

10 online travel booking trends in China, Indonesia and Japan

Article • Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019

A summary of research by Phocuswright and Sojern into the role of mobile and social media on travel booking behaviour.

Tmall’s Singles’ Day game marks ‘retailtainment’ trend

News • 11 December 2019

This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...

New frontiers of behavioural science: The holistic impacts of nudging

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

Looks at the unintended consequences of behavioural science and identifies a series of wider-reaching holistic effects from nudging and steering behaviour which can have a significant impact on the overall outcome of a nudge or intervention.

Dispelling the myths of pollution to help people protect themselves

Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

Reckitt Benckiser, a consumer goods company, investigated the reasons for disappointing face mask sales and how it could empower consumers to take responsibility for their health in India.

The Brand Benefits Study

Case Study • MRS Awards, Finalist, MRS Award for Media Research, 2019

Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.

Public Health England’s Be Clear on Cancer Campaign

Case Study • MRS Awards, Winner, MRS Award for Public Policy/Social Research, 2019

Public Health England (PHE), the government agency, was able to uncover fresh insights in the UK that can be applied to any cancer charity or organisation.

Incite: Changing how we gather insight to understand the true drivers of decision-making

Case Study • MRS Awards, Finalist, MRS Award for Healthcare Research, 2019

Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.

All’s fair in love, war and shopping! Why the Tmall Singles’ Day game has no clear winner

Article • Eva Qin, WARC Exclusive, November 2019

With Alibaba's Tmall recently launching its 2.0 flagship store upgrade plan and moving towards a CRM system that increases the stickiness of its members, gaming on Tmall won’t die anytime soon.

How Aldi made saving feel amazing

Case Study • Case Studies on WARC, 2019

Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.

Children's Panadol: First Timers

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019

Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.

Tourism Central Coast: From Couch to Coast

Case Study • Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019

Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.

Hellmann’s: Real Food Rescue

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019

Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.

Mastercard: Not Only Tuesday

Case Study • IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.

Morinaga Milk: Calci-Add with Parmesan

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Is it possible to predict human decision-making? Using qual and quant to understand the context and emotion behind why people make choices

Research Paper • Nina Kanin and Zehra Odunayo, ESOMAR, Fusion, 2019

The Streetbees platform aims to address the complexity of human decision-making by capturing real behaviour, emotion and context in the moment of consumer choice.

What you see as an advertiser is NOT what the audience really gets

Research Paper • Dmitry Gaiduk, ESOMAR, Fusion, 2019

Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.

Winning the lottery: Maximising marketing effectiveness through data fusion

Research Paper • Nicole Huyghe and Marthe Gruloos, ESOMAR, Fusion, 2019

The National Lottery, the Belgian state-franchised lottery, took its marketing to the next level by combining research and data to tailor its comms.

A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Research Paper • Leszek Haba and Piotr Idzik, ESOMAR, Fusion, 2019

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

The ultimate wicked problem: How do you solve a problem like climate change?

Research Paper • Colleen Ryan and Jane O'Loughlin, ESOMAR, Fusion, 2019

Looks at how the EECA (Energy Efficiency and Conservation Authority), whose role is to improve the energy efficiency of New Zealand homes and businesses, took a holistic approach to tackling climate change.