Qualitative research

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.

Tommy Hilfiger: Tommy Hilfiger Adaptive

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

What we know about bricolage and semiotics

Article • WARC Best Practice, August 2019

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Canadian Down Syndrome Society: Endangered Syndrome

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.

Utair: Where You Belong

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.

Gillette: Handle with care

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

Kingo Energy: Turning lives on

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Kingo Energy, a clean energy company, launched a prepaid electricity system in Guatemala to provide people off the grid with accessible clean energy.

Mahindra Foundation: Wings for our girls

Case Study • SABRE Awards, South Asia, Best In Show, 2019

The Mahindra Foundation, a non-profit organisation, launched a short film that showed the dire consequences of restricting girls from education in India.

Marie Gold: MyStartup

Case Study • SABRE Awards, South Asia, Superior Achievement in Research and Planning, 2019

Marie Gold, a biscuit brand, launched a competition for non-workers to win money to start their own business venture in India.

HONOR: Yeh Diwali HONOR Wali’ (A Diwali with HONOR)

Case Study • SABRE Awards, South Asia, Technology, 2019

Honor, a Huawei-owned smartphone brand, leverage the festival of lights, Diwali, to connect with consumers in India, leading to one million smartphones sales.

How the voice of the customer became the currency at Fujitsu

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

Over five years Fujitsu’s Voice of the Customer program has become central to how the IT hardware and services giant operates.

Bud Light: Dilly Dilly