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Qualitative research

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What we know about qualitative theories & methods

Article • WARC Best Practice, January 2018

This paper collects 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, September 2017

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.

University of Melbourne: Made Possible by Melbourne

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Cochlear: The Hearing Test in Disguise

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Kraft Macaroni & Cheese: New and Not Improved

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Ad Council: Prediabetes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Heineken: No More Excuses

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Pril: The One-Drop Bottle

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Volkswagen: Non-standard way to launch the new Volkswagen Tiguan in Russia

Case Study • Deem Muratov, Anastasia Kim, Sofia Proskuryakova, Yury Samoylenko et al., WARC Awards, Entrant, Effective Content Strategy, 2018

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Edgell: Plus 1

Case Study • Iain White, WARC Awards, Entrant, Effective Content Strategy, 2018

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.

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 real estate value of supermarket endcaps: Why location in-store matters

Research Paper • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Larry Lockshin, and Pei Jie Tan, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 177-188

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

CSRA: Think Next. Now

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

CSRA, a US information technology company, used on- and offline media to position itself as the IT contractor of choice for the US government.

General Motors taps online video research

News • 28 May 2018

CHICAGO: General Motors, the automaker, has enhanced the power of its quantitative market research by using qualitative videos that feature carefully selected consumers that can help bring its findings to life.

GM enlivens dry quant with lively video-driven qual

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

General Motors, the automaker, has tapped the power of video research to help bring its consumer insights to life in compelling ways.

Volkswagen: A unique technology of laser welding in Russia's Volkswagen Polo manufacturing

Case Study • Deem Muratov, Irina Kulikova, Maria Kotova, Yury Samoylenko, WARC Awards, Entrant, Effective Innovation, 2018

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Exploration into how to build brand love - Brand love index in association with Kantar Consulting

Research Paper • IAB Europe Research Awards, Consumer Attitudes and Behaviour, Highly Commended, 2018

Oath, a publishing company, launched a global campaign to better understand how brands can take advantage of the drivers behind Brand Love.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Retail revolution: How consumers accept, understand and trust artificial intelligence

Research Paper • IAB Europe Research Awards, Consumer Attitudes and Behaviour, Winner, 2018

OMD, an integrated communications agency, launched a campaign across Europe to better understand consumers' perceptions of artificial intelligence (AI).

Lexus IS: Platforms of expression for a shareworthy life

Case Study • AME Awards, Gold, 2018

Lexus, an automotive brand, leveraged its entry-level sedan, IS, through a social campaign that engaged a younger, affluent target in the US.

Interac Association: Story of Flash

Case Study • AME Awards, Gold, 2018

Interac Association, a Canadian interbank network, encouraged Canadians to shift to using its brand to pay by creating a long-form video and out-of-home boards to evoke an emotional connection.

Association of Mutual Funds in India: Mutual Funds Sahi Hai

Case Study • AME Awards, Bronze, 2018

Association of Mutual Funds in India, an industry standards organisation, encouraged Indian consumers to consider mutual funds as an investment by launching a multi-lingual multimedia campaign.

Xoom, A Paypal Service: XoomLOL comedy series

Case Study • AME Awards, Finalist, 2018

Xoom LOL, a finance company, launched a campaign in the US to encourage Filipino immigrants to leave the struggles of the traditional way of sending money and switch to Xoom, the fastest online money transfer to the Philippines.

Getty Images taps psychographics

News • 17 May 2018

NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.