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.
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.
Article
•
WARC Best Practice, December 2018
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
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.
News
•
13 August 2019
As much as technical innovation, the application of behavioural science has been central to the success of the FANGs (Facebook, Amazon, Netflix and Google), an industry figure maintains, as they minimise cognitive load through constant testing of ...
Article
•
Richard Chataway, WARC Best Practice, August 2019
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
Case Study
•
Cannes Creative Lions, Gold, Creative Strategy Lion, 2019
Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.
Article
•
Brian Carruthers, Event Reports, Nudgestock, June 2019
Five examples of campaigns that succeeded by looking beyond the rational drivers of choice to tap deeper human truths.
Research Paper
•
Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Digital First, July 2019
This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.
Article
•
Jo Bowman, Event Reports, Nudgestock, June 2019
In the digital world everything can be measured, with the result that marketers are biased towards the illusion of certainty that figures bring and neglect the crucial observations of behavioural specialists.
Case Study
•
SABRE Awards, South Asia, Integrated Marketing, 2019
Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.
News
•
19 July 2019
Social norms messaging is an effective tool to change behaviour, but new research in this area suggests that a focus on already changing behaviours can be even more powerful.
News
•
16 July 2019
In recent years, governments and businesses have made effective use of social norms to persuade people to behave in a certain way, but messaging can become even more powerful with a deeper contextual understanding.
Research Paper
•
Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Article
•
Lisa Edgar, Nicola Stenberg and Alistair McQueen, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 447-451
This conference note examines how application of academic theory can be practically applied in the financial services sector to increase women’s participation in pension schemes.
News
•
11 July 2019
Unilever, the consumer goods manufacturer, found an innovative way to challenge stereotypes by asking several of its marketers, as well as agency representatives, to take DNA tests and explore their own genetic heritage.
Research Paper
•
Colin Ho and Lee Markowitz, Research on WARC, Ipsos Views
Many marketers have rejected surveys in favour of using non-survey approaches to capture behaviour, but the assumption that surveys cannot capture behaviour is incorrect – surveys can be designed to measure behaviour and specifically, behaviours that predict innovation’s potential.
News
•
08 July 2019
Gamers are accepting of brand association and cooperation, according to a new study, which points towards how brands can bring gamification into their media plans.
Article
•
Crawford Hollingworth and Liz Barker, The Behavioural Architects, July 2019
Looks at the latest understanding and findings around social norms messaging, breaking down developments over time into three stages.
Opinion
•
John Kenny, July 2019
The world famous, Nobel prize winning, behavioral economist, Daniel Kahneman has spent years reviewing and leading the whole literature on happiness research.
Article
•
WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, vice chairman of Ogilvy Rory Sutherland explores why it is so hard to make the case for investment in creativity despite evidence suggesting it is effective.
Article
•
Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Unilever, the consumer goods giant, undertook an innovative experiment in a bid to help its marketers and agencies reduce their use of stereotypes.
News
•
19 June 2019
Gamification is a well-accepted essential of marketing to Chinese millennials, but this is no longer restricted to the online environment, as a visit to the gaming arcades in the nation’s malls will attest.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Graubünden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg'n and increase tourism to the area.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.
