Online & mobile research

Article • WARC Best Practice, February 2018

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

What we know about social listening and real time research

Article • WARC Best Practice, September 2017

This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, September 2017

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Measuring audience reach of outdoor advertisements: Using Bluetooth technology to validate measurement

Research Paper • Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 456-463

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

How claim specificity can improve claim credibility in green advertising: Measures that can boost outcomes from environmental product claims

Research Paper • Benjamin Ganz and Anthony Grimes, Journal of Advertising Research, Vol. 58, No. 4, 2018

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Need for Speed: EA Games & Need for Speed Payback

Case Study • Linda Fagerlund, Luke Chan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Buscape Company: Consumer Day Brazil Experience

Case Study • MMA Smarties, Silver, LATAM, 2018

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Cheetos: Cheetos Fax

Case Study • MMA Smarties, Silver, LATAM, 2018

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Christmas LIVE – Aldi shoppers’ journey to Christmas

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

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

BBC World Service: The People Problem

Research Paper • MRS Awards, Finalist, MRS Award for Social Media Research

The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.

AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

Research Paper • MRS Awards, Highly Commended, MRS Award for Financial Services Research

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Antarctica Beer: APPee

Case Study • MMA Smarties, Finalist, LATAM, 2018

Antarctica Beer, a beer brand, launched an app for attendees of the Brazil Carnival to find suitable bathrooms, which reached over six million people.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards, Finalist, MRS Award for International Research

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Doritos: Doritos Rainbow

Case Study • MMA Smarties, Finalist, LATAM, 2018

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Google: The battle of the campaign effectiveness methodologies: can two diverse approaches deliver one truth?

Research Paper • MRS Awards, Finalist, MRS Award for Media Research

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Baileys Real Treats: Unlocking mental associations to enter a new category

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

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

From aristocracy to democracy: putting insight, and fans, at the heart of Formula One

Case Study • MRS Awards, Highly Commended, MRS Award for New Consumer Insights

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.

From Brexit to Beckham: How Information Spreads on Twitter

Research Paper • MRS Awards, Finalist, MRS Award for Innovation in Data Analytics

Twitter, a social network brand, partnered with IPG Mediabrands, a media brand, to launch a research project that shows how Twitter has an effect on the way we communicate.

Walt Disney World: Creating a social strategy to meet the challenges of an elongated decision-making journey

Article • MRS Awards, Finalist, MRS Award for Social Media Research

Disney Destinations International (DDI), which manages the promotion of Walt Disney World, ensured its data is interpreted correctly, informing business and communications strategy, and ultimately impacting key business objectives in the UK.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.