What we do

WARC brings together marketing information that helps you grow your business.

Gain knowledge & know-how
Unbiased advice on almost any advertising issue

Stay on top of change
Brand, category and media intelligence from the front lines of advertising

Benchmark your advertising
Find out how the world's most successful brands use advertising

Uncover insights & trends
Build powerful advertising ideas on smart insights

Find data you can trust
Global advertising data to help you make the right judgments
Our clients

WARC is used by major companies from all corners of the advertising industry.

Brands
Benchmark your plans and improve your effectiveness

Agencies
Win new business, and grow your existing clients

Media Owners
Drive ad revenue by building a compelling case for your channel

Universities
Educate students, inform teaching and drive research
Explore

Get to know WARC through a few of our most popular resources.

Topics
Best practice and guidance on 100+ marketing topics

Case Finder
Search our cases by industry, media and more

Awards
Submit your case study to one of WARC's free-to-enter awards schemes

News & Opinion
Daily coverage of key developments for marketers worldwide

Webinars
Learn how to tackle marketing challenges from leading experts in our series of in-depth webinars

Best Practice
Information and best practice guidance on key marketing topics

Trends
Uncover emerging trends using reports from WARC and trusted partners around the world

WARC Advisory
Dedicated access to WARC's marketing effectiveness experts
Contact us

Our offices around the world.

Full details for all offices

Americas
2233 Wisconsin Ave NW
Suite 535
Washington, DC 20007
United States
t: +1 202 778 0680
e: americas@warc.com

Asia Pacific
OUE Downtown 1, #44-03,
6 Shenton Way
Singapore 068809
t: +65 3157 6200
e: asiapacific@warc.com

EMEA
33 Kingsway
London
WC2B 6UF
United Kingdom
t: +44 (0)20 7467 8100
e: enquiries@warc.com
Rankings

Browse the global index of excellence in advertising.

Go to Rankings Homepage

WARC Creative 100
Learn from the best creative ideas

WARC Effective 100
Learn from the best effectiveness ideas

WARC Media 100
Learn from the best media ideas

Reports & Research
Access exclusive analysis of creative, effectiveness and media excellence

Campaign Library
Search 5000+ ranked campaigns by category, media and country

About
Find out more about WARC Rankings, successor to the Gunn Report

Get a demo Do I subscribe? News sign-up Sample reports

Qualitative research

1,648 results found

Sort by

What we know about qualitative theories & methods

Article • 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.

What we know about ethnography and observation

Article • WARC Best Practice, January 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.

Coca-Cola Brazil: This Coke Is A Fanta

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.

IBM: Cognitive Couture

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

IBM, a computer hardware company, established Watson as the leading AI for business in Australia, India and China by creating cultural capital in its support of fashion in these regions.

Essity: Bloodnormal

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Marmite: Gene Project

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

Nissan Saudi Arabia: #Shedrives

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

AB InBev: Dilly Dilly

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bud Light, the beer owned by Anheuser-Busch InBev, increased consideration and positive sentiment surrounding the brand in the US by launching a set of humorous medieval ads.

Google Cloud: Know What Your Data Knows

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Google Cloud, a tech service, used the NCAA basketball tournament to display the value the brand offers to IT decision makers in Fortune 500 companies in the US.

Johnson & Johnson, India: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

New Zealand Lotteries: Lotto Imagine

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lotto New Zealand, a Crown entity that operates nationwide lotteries in New Zealand, increased annual sales with an ad that featured two friends who split the winnings of a Powerball lottery.

KASIKORNBANK: Friendshit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kbank, a bank, entered Thailand's popular culture with its online film, which also increased its mobile banking users from 5.6 million to 9 million.

Ford Motor Company: Safe Cap

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Clover

Case Study • Design Business Association, Silver, 2019

Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.

Covestro: New Brand

Case Study • Design Business Association, Bronze, 2019

Covestro, an adhesive manufacturing company, was launched as a new company by Bayer with a newly designed visual identity to encourage profit in Germany.

Case Study • Design Business Association, Silver, 2019

Blue Dragon, an Asian food products company, redesigned its packaging to reflect a visual journey to the heart of East Asia through the use of bold, bright colours to attract UK consumers.

Gloucester Rugby Rebrand

Case Study • Design Business Association, Silver, 2019

Gloucester Rugby, a rugby brand, launched a new logo to develop a new brand identity and attract a wide range of stakeholders in the UK.

Lloyds Bank Manchester

Case Study • Design Business Association, Bronze, 2019

Lloyds Bank, a banking brand, reformulated its branch strategy in Manchester by launching a new flagship store with an innovative customer experience to increase store visits in the UK.

British National Formulary (BNF) App Design

Case Study • Design Business Association, Silver, 2019

The British National Formulary, a British pharmaceutical reference book, launched an app version of its book, with design inspiration coming from its original print copy, to reach healthcare professionals in the UK.

stem4: Calm Harm

Case Study • Design Business Association, Gold, 2019

Stem4, a charity for teenage mental health, launched its Calm Harm app, which was designed in collaboration with teenagers to ensure visual appeal among the target audience in the UK.

Autistica Website Redevelopment

Case Study • Design Business Association, Silver, 2019

Autistica, a charity for the research of autism, reached its wide audience in the UK by designing its site in a way that equally appeals to people with autism.

Anglian Water’s First Water Funfair

Case Study • Design Business Association, Gold, 2019

Anglian Water, a water company, increased engagement in the UK by designing a funfair-themed consultation event that inspired families to engage with Anglian Water.

Barwood Capital Identity

Case Study • Design Business Association, Bronze, 2019

Barwood Capital, a real estate investment firm, attracted new investors in the UK by launching a visual brand identity that reflected how it helps enhance your life through its logo and visual language.

Paxman Scalp Cooling System

Case Study • Design Business Association, Silver, 2019

Paxman Coolers, a scalp cooling technology brand, changed its approach to promote the brand across the US by redesigning its website and communications.

EE Showcase Store Design

Case Study • Design Business Association, Silver, 2019

EE, a telecommunications brand, rebranded its traditional store layout to increase customer involvement and attract store footfall.

How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
The six universal drivers of brand love

Article • Chiara Manco, Event Reports, IAB Europe Interact, May 2018

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Millennial lens: Deep-dive into much more than an age group

Research Paper • Constanza Cilley, ESOMAR, Latin America, 2018

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.
How Nike adapts ‘Just Do It’ to work across cultures

Article • TNS, WARC Exclusive, April 2016

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.