Online & mobile research

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Article • WARC Best Practice, March 2019

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, 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.

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.

Ten things RPA knows about Gen-Z

News • 23 April 2019

For all the time spent trying to understand stable truths about Generation Z, a new report suggests that a shifting identity is fundamental to understanding the cohort.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2019

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

McDonald's: Official sponsor of losers

Case Study • Carl Bou Abdallah, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Child Focus: Closer Than You Think

Case Study • Lieselot Moerkerke, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Centre for missing children, Child Focus, used findings from a social experiment to inspire Belgian citizens to actively contribute to the cause of finding missing children.

Starbucks: Starbucks & Social – How Starbucks created the fourth place in coffee culture

Case Study • Rachael Lake, Matthew Philip, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Starbucks, the coffee company and coffee house chain, ran a social media campaign that successfully drove sustainable, long-term growth in the UK market.

Maybelline: FitMe Squad

Case Study • Chan Su Ling, Vivien Loh, Kylie Chong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Make-up brand Maybelline used a multi-channel campaign to embrace the diversity of Malaysian skin colours and grow market share in the country's liquid foundation category.

Burger King: Turning their tweets against them

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand Burger King used social media to hijack a rival's product announcement and boost sales of its Spicy Nuggets in the US.

Twitter and its Conversational Context: Towards a rich and relevant brand content

Research Paper • Angel Heredia Chía, Omar Schoijet and Ana Victoria Garcia, ESOMAR, Latin America, 2019

Twitter, a social networking service, detected the most relevant conversations held on its platform over the course of a year in Mexico to uncover user insight.

Mobile Trend: A panel that enables fundamental decision-making based on a consumer centric approach

Research Paper • Edmar Bulla and Enric Cid, ESOMAR, Latin America, 2019

Croma Solutions, a security solutions brand, performed a quantitative survey featuring an online tracker to collect data on smartphone usage and carriers in Brazil.

The challenge of a global brand in unstable times: How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin America

Research Paper • Carolina Andrea Porcari, María Muzio, Rosaline Hester and Sabrina Scolnic, ESOMAR, Latin America, 2019

Coca-Cola, a drinks brand, localized its communications in South Latin America while continuing to reinforce the "international power" of the brand.

Content-Based Research: Digital laboratories as a breakthrough approach to find profound insights in social media

Research Paper • Erick Morales Dondé, ESOMAR, Latin America, 2019

De La Riva Group, a market research company, describes the four stages to creating a successful digital laboratory, which allows for testing territories of communication in social networks.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Are You Listening? Social listening might be a strong research solution if we can listen and spot opportunities

Research Paper • Sebastián Silva and Damián Suárez, ESOMAR, Latin America, 2019

Mega Research, a research company, launched a social media exploration to uncover drinking occasions in Brazil by using social listening in its solution.

A heathier approach to research: Prescribing real-time solutions in healthcare – Closing the dialogue gap between doctors and pharmacompanies

Research Paper • Marcello Garritano and Ana Alvarez, ESOMAR, Latin America, 2019

Sanofi, a pharmaceutical company, used real-time experience tracking to uncover the behaviours of the hard-to-reach audience of doctors in Brazil.

Netsafe New Zealand: Re:scam – The World's Most Unhelpful Chatbot

Case Study • Jack Murphy, WARC Awards, Shortlisted, Effective Innovation, 2019

Netsafe, the New Zealand non-profit cyber-safety organisation, developed a tool, called Re:scam, to fight back against the huge increase in cybercrime.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

Mapping brand similarities: Comparing consumer online comments versus survey data

Research Paper • Marco Vriens, Song Chen and Chad Vidden, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 130-139

Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from.

Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by by advertising agency RPA that reflects the thoughts of more than 1,090Gen Z researchers and research participants.

Huggies defies Cultural Tide with an embrace

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Integrated Use of Media, 2018

Huggies, the disposable nappy brand, took a long-term approach to brand building in Vietnam to increase sales.

How to prepare your brand for a recession

Article • Anne Field, ANA Magazine, ANA Magazine, March 2019

There are many steps marketers can take to brace for the next inevitable economic downturn in the US.

What we know about online communities

Article • WARC Best Practice, March 2019

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, 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.
From on-device to out-of-home: Measuring the whole picture of campaign effectiveness for Google

Research Paper • IAB Europe Research Awards, Brand Advertising Effectiveness, Winner, 2018

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.
Brain systems and brand experiences: Integrative approaches for total consumer understanding

Research Paper • Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.
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.
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.