Philip Morrison and Alex Johnston, ESOMAR, Fusion, 2018
The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.
Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018
Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.
Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.
Lars Samuelsen and Patrick Poulsen, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.
Carl Bratton, Ann Constantine and Nic Pietersma, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018
Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.
Chris Toumazis, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
The National Citizen Service (NCS), a voluntary personal and social development programme in the UK, encouraged more year 11s than ever to sign up by launching a campaign with YouTube influencers and NCS participants.
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.
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.
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.
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