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.

Toyota: ‘We Choose Hybrid’ Launch

Case Study • European Association of Communications Agencies, Finalist, 2018

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Bolia.com: Never Waste a Good Crisis: Leveraging Financial Chaos as a Growth Catalyst

Case Study • European Association of Communications Agencies, Finalist, 2018

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Glaxosmithkline: Toothpaste For Gums

Case Study • European Association of Communications Agencies, Silver, 2018

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Case Study • European Association of Communications Agencies, Gold, 2018

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Bolia.com: No One Lives Like You: Shifting the Meaning of Home

Case Study • European Association of Communications Agencies, Bronze, 2018

FPS Chancellery of the Prime Minister: Belgium – Uniquely Phenomenal

Case Study • European Association of Communications Agencies, Bronze, 2018

The FPS Chancellery of the Prime Minister, a federal public service in Belgium, listed 99 humorous reasons why Belgium is uniquely phenomenal to increase visits to the country.

Cereal Partners Worldwide – Nestle and General Mills SA: #KeepGoing

Case Study • European Association of Communications Agencies, Bronze, 2018

Nestlé, a food and drinks company, revitalised the FITNESS cereal brand to support women on the journey towards their achievements, which successfully reversed a sales decline in Europe.

Procter & Gamble International Operations SA: WYGS Noseblind

Case Study • European Association of Communications Agencies, Silver, 2018

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Quizlet: Sherlock brings Quizlet to Brazil

Case Study • SABRE Awards, Gold, LATAM, Technology, 2018

Quizlet, a mobile and web-based study app, launched its brand in Brazil by running a nationwide hunt for Brazil's most inspiring teacher.

Ad Council: No One Gets a Diploma Alone

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Nonprofit, 2018

Ad Council, an American non-profit organization, convinced school dropouts to get their diploma in the US by launching No One Gets a Diploma Alone, to show the support they would receive.

Clash of Clans: The Builder

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Global Strategy, 2018

Clash of Clans, a mobile video game, garnered 187,000,000 organic views on YouTube from its global campaign to launch a character-led adventure in the game.

Grads for Life: Real 7-Second Resumes – Giving Opportunity Youth A Fresh Voice

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Notprofit, 2018

Grads of Life, an employment-centered non-profit, disrupted traditional hiring behaviors in the US with its seven-second video resumes.

Harry's: Painting the World Orange

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Global strategy, 2018

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Toyota: Toyota RAV4 Adventure Grade: Alleviating Fear Through Community

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Product/Service, 2018

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

Philips: Useful Sound

Case Study • Jay Chiat Strategic Excellence Awards, Honorable Mention, Regional Strategy, 2018

Philips, a technology company, grew its market share in Russia by linking its headphones product with productivity websites.

Barclays: Purpose pays

Case Study • Tom Roach, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Barclays, a British multinational investment bank, launched a series of purpose campaigns in the UK to regain brand trust and show how Barclays can make a difference through programmes such as LifeSkills.

A game changer: How Heineken reinvented its champions league communications

Case Study • Ed Booty, James Moore and Kate Hinz, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 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.

Waking the sleep shoppers: A proper effective campaign for Yorkshire Tea

Case Study • Loz Horner, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

IAG Cargo FWD.Rewards: Building strength in numbers

Case Study • Adam Blaynee and Jacob Lovewell, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

IAG Cargo, the cargo-handling division of International Airlines Group, launched a global customer loyalty programme to grow the value of its small to medium-sized clients.

A Rembrandt in the attic: Rediscovering the value of 'Have you had your Weetabix?'

Case Study • Tom Roach, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers

Case Study • Mark Tomblin, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

St John Ambulance: Teaching an audience too afraid to learn

Case Study • Flo Robertson and Lilli English, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

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.
Mindshare’s five trends for 2018

Article • Sam Peña-Taylor, Event Reports, Mindshare's trends report, January 2018

Media agency Mindshare identifies five broad trends that are currently shaping the marketing world and which marketers will have to address in the coming 12 months.
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.
Brand experience in 2017: How brands can use virtual and augmented reality

Article • WARC Trends, Toolkit 2017

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.
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.