Article
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WARC Best Practice, April 2020
Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
Article
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WARC Best Practice, December 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.
Article
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WARC Best Practice, December 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.
Article
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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.
Article
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Georgios Tsimonis, Sergios Dimitriadis, and Suha Omar, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 216-233
This article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages.
Article
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James Gallagher and Christopher M. Smith, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157
Market research is an indispensable part of an organization's ability to understand market dynamics. Over the past 20 years, data collection and analysis through Knowledge Discovery through Databases (KDD) has arisen to supplement the traditional methods of surveys and focus groups.
Case Study
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Case Studies on WARC, 2018
Millie’s Library, an e-book subscription service, increased registrations and grew awareness by appealing to avid Korean readers.
Article
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Brian Carruthers, Event Reports, Qual360 Europe, February 2020
Looks at how Henkel created a “structural capability” that enables it to efficiently feed its innovation pipeline.
News
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12 March 2020
Twitch, the livestreaming platform for gamers, believes that a sense of “community” is fundamental to its appeal to users, and thus also to marketers hoping to reach this valuable audience.
Article
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Brian Carruthers, Event Reports, QUAL360 Europe, February 2020
Banking is a notoriously difficult sector to research, but Lloyds Banking Group has found a way that offers promise.
Article
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Edwina Dunn, WARC Exclusive, March 2020
Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Marilyne Alie, Chris Perry and Imaad Ahmed, WARC Webinars, March 2020
Marilyne Alie, VP Strategy Sport Chek at Touche Media, Chris Perry, VP Education at EDGE and Imaad Ahmed, Head of Planning and Field Marketing at WARC, look at how brand’s know their consumers' path to purchase.
Article
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Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Woolworths, the South African retailer, used a bot to conduct qual research on its customers’ food habits and motivations revealing insights that have adapted its comms and NPD.
Article
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Brian Carruthers, Event Reports, Qual360 Europe, February 2020
Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
New research from Ipsos MORI and the ISFE delves into the reality of the UK gaming market, revealing the important constituency of women in what has been a traditionally male environment.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Earned), 2020
Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.
Case Study
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SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2020
Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.
Case Study
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SABRE Awards, IN2, North America, Best in Identity Branding, 2020
Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.
Case Study
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SABRE Awards, IN2, North America, Best Agency Publishing Platform, 2020
Ketchum, a PR firm in the US, launched an in-person salon series to give business leaders a place to talk about privacy and trust to demonstrate its value as a strategic consultant.
Case Study
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SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2020
American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.
Case Study
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SABRE Awards, IN2, North America, Best New Company Launch, 2020
Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.
Case Study
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SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2020
Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.
Case Study
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SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020
Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.
Case Study
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SABRE Awards, IN2, North America, Best in Real-time Engagement, 2020
Clothing brand Wrangler launched a campaign based on the Lil Nas X hit Old Town Road, to grow a younger, more diverse online audience and increase its social media channel subscribers, without alienating its existing fanbase in the US.
