Article
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WARC Best Practice, December 2019
This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.
Article
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WARC Best Practice, April 2019
The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.
Article
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Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020
Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.
Article
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WARC Best Practice, December 2019
This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.
Case Study
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MRS Awards, Finalist, MRS Award for Applications of Research, 2019
Reckitt Benckiser, a consumer goods company, investigated the reasons for disappointing face mask sales and how it could empower consumers to take responsibility for their health in India.
Case Study
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.
Case Study
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.
Case Study
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MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.
Case Study
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MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019
GlaxoSmithKline (GSK), a pharmaceutical company, used deep ethnographic research to uncover what it is like to live with persistent pain, increasing empathy among clinical and market research professionals in the UK and Germany.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
Open Banking, a government agency initiative, developed, launched and scaled Open Banking in the UK using a curated suite of research methodologies to inform customer experience guidelines.
Case Study
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MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2019
PwC, a multinational professional services network, launched the Future of Government project, an ambitious effort to ask serious questions about what kind of a society we want Britain to be.
Case Study
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MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Bayer, a pharmaceutical company, increased understanding of chronic pain sufferers in the UK by launching a Virtual Reality study and a Patient Empathy Workshop.
Case Study
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MRS Awards, Winner, MRS Award for Healthcare Research, 2019
The Bill and Melinda Gates Foundation, an American private foundation, helped cast a fresh light on young men in South Africa, demonstrating they are complex, vulnerable individuals in harsh circumstances.
Case Study
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MRS Awards, Winner, MRS Award for Financial Services Research, 2019
RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.
Case Study
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MRS Awards, Highly Commended, MRS Award for International Research, 2019
World Animal Protection, a non-profit animal welfare organisation, created a quant/qual study that provided it with hard evidence to encourage the protection of animals from government officials globally.
Case Study
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MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Examines the need for pharmaceutical companies to move to a more patient-centric approach to fully grasp patient needs through detailing a research project in the UK that used chatbots to better grasp such needs.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
NS&I, a savings bank company, uncovered what brand heritage means to consumers by launching semiotic research to reveal thematic narratives around how heritage is harnessed by brands in the UK.
Case Study
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019
Cancer Research UK, a charity, researched the complex and sensitive topic of wills and put supporters' voices at the core of CRUK's Legacy communication strategy.
Case Study
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MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019
Twinings, a tea brand, created an agile and innovative research project that delivered one of the most successful new drinks concepts ever tested – while ultimately aiming to make children healthier in the UK.
Case Study
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MRS Awards, Winner, MRS Award for Applications of Development, 2019
BT, a telecommunications company, strengthened its top market position in the UK by creating a customer retention proposition, BT Plus, which automatically unlocked benefits when people became a customer.
Case Study
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MRS Awards, Winner, MRS Award for International Research, 2019
BBC World Service, an international broadcaster, delivered ground-breaking research that continues to play a key role in addressing the global disinformation problem of fake news.
Case Study
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019
The Department for Education, a UK government department, promoted apprenticeships across the UK by launching a mixed methodology research study that facilitated its campaign.
Case Study
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MRS Awards, Finalist, MRS Award for Media Research, 2019
Thinkbox, the marketing body for the main UK commercial TV broadcasters, launched a combined primary and secondary data study to help marketers understand evolving viewer habits.
Case Study
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2019
The Department of Health and Social Care, a UK government department, launched a multi-methodological research approach which identified key insights that led to the 'Every Day is Different' campaign.
Case Study
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MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019
WWF, a non-governmental organisation for wilderness protection, used AI image analysis across social media to understand consumer attitudes towards the brand in the UK.
