Qualitative research

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Case Study • DMA (UK), Gold, 2020

ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

Harnessing powerful storytelling: A new framework to measure the method behind the magic

Research Paper • Collin Leirvik, Renata Policicio, ESOMAR Conference papers, Insights Festival, 2020

US cable sports channel ESPN created a new storytelling framework to determine whether measuring its effectiveness could directly influence business growth.

How design thinking allows market research to take the lead and become an innovation powerhouse

Research Paper • Nicholas Lee Jianhao, Alex Wilman, ESOMAR Conference papers, Insights Festival, 2020

Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Obs: Reinventing How to Communicate Black Week

Case Study • Christoffer Nergård, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Norwegian retail brand Obs made its employees the stars of the show to get noticed in Black Week, grow market share and attract new customers.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

What we know about focus groups and workshops

Article • WARC Best Practice, December 2020

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.

Colt Technology Services: CX Pulse – Using machine learning to improve customer intelligence capabilities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

What we know about ethnography and observation

Article • WARC Best Practice, December 2020

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.

Guys and St Thomas’ Charity: Lived experience of air pollution

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2020

Guy's and St Thomas' Charity (GSTC), an urban health foundation, investigated how poor air quality affects residents of Lambeth and Southwark in London, UK.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

CovidWatch – An international social commentary on what unites and divides us during the pandemic

Research Paper • MRS Awards Papers, Winner, MRS Award for International Research, 2020

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

Inside out: Social media influencers in rare and invisible conditions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Healthcare Research Worldwide (HRW), a research company specialising in healthcare, conducted a pilot study for a new method of understanding the digital behaviour of influencers with rare and invisible medical conditions.

STOP THE TRAFFIK: Research for digital disruption of human trafficking

Research Paper • MRS Awards Papers, Liz Nelson Grand Prix for Social Impact, 2020

STOP THE TRAFFIK (STT), a coalition campaign aiming to end human trafficking, uncovered insights about the ways in which Lithuanians can be exploited as they move to the UK and launched a campaign to raise awareness of human trafficking.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

McDonald’s: Finding the magic in overnight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

The FA: Understanding England Football Away Fans

Research Paper • MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020

The FA, the governing body of association football in England, increased positive sentiment by launching a three-stage ethnographic observation study to prove that England’s away fan culture was largely misrepresented in the media.

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.
Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by advertising agency RPA that reflects the thoughts of more than 1,090 Gen Z researchers and research participants.
Relative relevance: How brands can re-connect as consumers adapt to a post-COVID world

Article • Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020

There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.
How P&G blends traditional insight strategy with new technologies

Article • 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.
What we know about online communities

Article • WARC Best Practice, April 2020

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about qualitative theories & methods

Article • WARC Best Practice, May 2020

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.