Online & mobile research

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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.

Does an expanded brand user base of co-branded advertising help ad-memorability?

Research Paper • Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Justin Cohen, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 366-379

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Perceptual mapping based on web search queries and consumer forum comments

Research Paper • Eugene J. S. Won, Yun Kyung Oh, Joon Yeon Choeh, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 394-407

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Alternative methods for selecting web survey samples

Research Paper • Melanie Revilla and Carlos Ochoa, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 352-365

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Researching in-store, at home: Using virtual reality within quantitative surveys

Research Paper • Ian Bramley, Alastair Goode, Laura Anderson and Elisabeth Mary , International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 344-351

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Heineken capitalises on its football sponsorship

News • 06 July 2018

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

How Hindware is merging digital platforms with traditional retail in India

Article • Low Lai Chow, Event Reports, MRMW APAC, June 2018

Hindware, a premium bathroom modelling company from India, is using digital and social media platforms to inform its traditional retail formats and shorten the customer journey.

Nissan: Camelpower – The world's first measure for desert performance

Case Study • Vishal Badiani, Ali Marashi, WARC Prize for MENA Strategy, Shortlisted, 2018

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Nissan: #SheDrives – Saudi women get their first driving lesson

Case Study • Vishal Badiani, WARC Prize for MENA Strategy, Shortlisted, 2018

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

du: #PostWisely – If it were your pain, would you share it?

Case Study • Haytham Dayeh, Omar Kishk, Mahmoud Jaber, Pooja Beri et al., WARC Prize for MENA Strategy, Shortlisted, 2018

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

How Premier Foods targets modern dads

Article • Brian Carruthers, Event Reports, Market Research Summit London, May 2018

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

Wendy's: Twitter Beef