Online & mobile research

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What we know about social listening and real time research

Article • WARC Best Practice, January 2019

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, January 2019

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.

What we know about online communities

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.

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.

How Bluetooth can unlock the mystery of outdoor reach

News • 18 January 2019

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Blackmores: Kindness as a data strategy

Case Study • Sandeep Joseph, WARC Media Awards, Entrant, Best Use of Data, 2018

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Barilla: Look for yourself

Case Study • Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Enhancing mobile data with understanding of bias and error

Research Paper • Hugh Neffendorf, Chris Wroe, and Aled Davies, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 635-639

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

Marketing Brexit: An exploratory study of young voter engagement in relation to the EU referendum

Research Paper • Christopher Pich, John Harvey, Guja Armannsdottir, Mojtaba Poorrezaei, Ines Branco-Illodo, and Andrew Kincaid, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 589-610

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

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.

Kinder Bueno: Now that's adulting

Case Study • Direct Marketing Association - UK, Bronze, 2018

Kinder Bueno, a chocolate bar, shifted the perception of the brand, making it "a brand for me" contender, whilst reminding the world of its strong taste credentials.

Cream Silk: #WearTheCrown

Case Study • John Obaldo, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Local hair care brand Cream Silk used Twitter to stand out and win share of voice during the Miss Universe competition in the Philippines.

Simply Be: Perks

Case Study • Direct Marketing Association - UK, Silver, 2018

Simply Be, a plus size fashion retailer, increased its sales and profit in the UK by launching a rewards programme that rewarded all customers with classic promotions as well as free prosecco.

IBM: #Findtheadvantage

Case Study • Direct Marketing Association - UK, Gold, 2018

IBM, a multinational information technology company, demonstrated to UK consumers how it puts smart to work by launching digital banner and OOH ads showcased its partnership with Wimbledon and usage for Sky Sports content.

Jo Malone London: Omnichannel Communications Programme

Case Study • Direct Marketing Association - UK, Silver, 2018

Jo Malone (JML), a perfume and scented candle brand, created a joined-up, multi-channel campaign across the brand's major touchpoints to increase revenue in the UK.

Plusnet: Joe's Helpdesk

Case Study • Direct Marketing Association - UK, Gold, 2018

Plusnet, an internet services company, increased its share of voice in the UK by launching 20 short films to demystify jargon surrounding broadband.

NHS: Giving a voice to the life stories, experiences and emotions of Londoners

Case Study • Direct Marketing Association - UK, Silver, 2018

The NHS, a UK government department, used data to reach users with the right support, enabling it to make savings of over £17m in the next 12 months.

Neilson Active Holidays: Ski 2017/18

Case Study • Direct Marketing Association - UK, Bronze, 2018

Neilson, the tour operator, moved away from travel agents to sell their flagship ski holidays exclusively direct to British consumers – giving them an ROI of 20:1.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Grand Prix, 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.

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.

Just for you, E.ON

Case Study • Direct Marketing Association - UK, Bronze, 2018

E.ON, the energy supplier, turned confusing sales points into personalised benefits, and broke new ground with a totally un-utility approach to selling energy in the UK.

Diageo: The Welcome Drink

Case Study • Anouk Kalaf, Linda Fagerlund, WARC Media Awards, Silver, 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.

What we know about online communities

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.
How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
Global Ad Trends: Mobile in focus

Data • James McDonald, WARC Data, November 2017

This report summarises the latest insights from WARC's Data platform.
Beer: The quest for a perfect beer and food combination using big data, algorithms and contextual consumer product testing (virtual reality)

Research Paper • Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen and Wim Hamaekers, ESOMAR, Congress, 2017

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.
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.
Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Research Paper • Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.