Qualitative research

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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.

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.

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.

The United Nations: #TakeYourSeat

Case Study • Gemma Bardsley, Sophie Tapper, Alex Bousquet-Chavanne, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The United Nations used social media to drive a global campaign to tap into grassroots activism and let the people of the world have their say on climate change at the COP24.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

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.

Has Amazon Met its Match? FMCG has proven to be one of the few areas that they cannot make a profit in

Research Paper • Amishi Takalkar and Luke Orphanides, ESOMAR, Latin America, 2019

NAILBITER Inc, a market researcher, created a videometric platform that uses videos of shoppers at the point of purchase to uncover insights into shopper behaviour.

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.

Building a pet-friendly omnichannel marketplace: Leapfrogging mass retail through Design Thinking

Research Paper • Adrian Kohan and Eduardo San Pietro, ESOMAR, Latin America, 2019

Royal Canin, a super-premium pet food brand, used the Design Thinking approach to re-shape Chile's pet food market.

Google Cloud: Ask the Cloud

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Chris Oliver, WARC Awards, Shortlisted, Effective Innovation, 2019

Search engine Google used direct marketing to target chief technology officers in the US to achieve growth in the B2B cloud computing market.

Robinsons: Revitalise

Case Study • Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

VIVO Cannabis: How do you research a market that doesn’t exist?

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

VIVO Cannabis, formerly ABcann, needed to transition its marketing out of a medical-prescription market and into a legal over-the-counter, wellness, and recreational offer – it needed to understand the Canadian cannabis market and launch brands to compete in it before it became legal.

Exploring sharing behaviors across social media platforms

Research Paper • Chang-Dae Ham, Joonghwa Lee, Jameson L. Hayes and Young Han Bae, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 157-177

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem.

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.

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.

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.

How Parachute landed in the middle of the direct-brand revolution

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

Mondelēz invigorates consumer insights in the digital era

Article • Low Lai Chow, Event Reports, MRMW APAC, February 2019

Mondelēz, the global snack food giant, is rethinking how it gets consumer insights in Asia’s digital era.

IHOP: The Day IHOP Flipped the Script

Case Study • SABRE Awards, Best New Product Launch, In2, 2019

IHOP, a pancake house restaurant chain, bucked its soft sales trend in the US by rising to the occasion and flipping the script on an age-old breakfast-only story.

ARLA: Taste is Blind: How Arla Got Consumers to Care About an Upstart Cream Cheese

Case Study • SABRE Awards, Best in Digital Marketing/Advertising, In2, 2019

Arla Foods, a dairy company, communicated the brand's superior taste to its US audience to double its sales and household penetration in six months.

Hilton Declares Affordable Suites for All

Case Study • SABRE Awards, Best Use of Video Networks, In2, 2019

Hilton, a brand of full-service hotels and resorts, increased brand revenue and consideration in the US by launching influencer-generated video content to showcase its affordable, spacious and fun hotel suites.

Colgate Saves Water, Builds Business and Slows GHG Emissions

Case Study • SABRE Awards, Best Influencer Programs + Endorsements (Paid), In2, 2019

Colgate, an oral hygiene brand, promoted its Save Water campaign across the US by sponsoring events and launching an Amazon and Google action that shares conservation tips.

Niagara Conservation: Welcome to the Water Revolution—Niagara Conservation with Padilla

Case Study • SABRE Awards, Best Content Creation for Media Sites (Paid), In2, 2019

Niagara Conservation, the manufacturing company, launched a fully integrated campaign that used humor to get a serious message across to US customers.

Brideghouse Asset Managers: Mental Health & The Finance Advice Relationship

Case Study • SABRE Awards, Financial Sector, In2, 2019

Bridgehouse Asset Managers, the investment firm, built awareness of mental health considerations in providing financial advice and on financial well-being in Canada.

Teaching Chefs to Go Whole Hog for Prosciutto di Parma

Case Study • SABRE Awards, Corporate/B2b, In2, 2019

Consorzio del Prosciutto di Parma, a manufacturer, launched a site to educate US chefs on the qualities of Prosciutto di Parma (PDP).

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.
Kantar Millward Brown: AdReaction - Engaging Gen X, Y and Z

Research Paper • IAB Europe Research Awards, Highly Commended, Digital Advertising Formats, 2017

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.
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.