Qualitative research

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.

What we know about focus groups and workshops

Article • WARC Best Practice, January 2019

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.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Science and semiotics: What's the relationship?

Article • Rachel Lawes, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 573-588

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Behind the ratings: Text mining of restaurants customers' online reviews

Research Paper • Susan (Sixue) Jia, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 561-572

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Choosing imagery in advertising healthy food to children: Are cartoons the most effective visual strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 487-498

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Why companies risk losing customers by not reciprocating on shared data: Rebuilding the data-sharing economy in a consumer-driven world

Research Paper • Natasha Hritzuk, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 394-398

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

What we know about bricolage and semiotics

Article • WARC Best Practice, December 2018

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.

Rexona: Democratising mobility

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for the disabled population in Indonesia under its Movement for Movement campaign.

Simply Be: Perks

Case Study • Direct Marketing Association - UK, Silver, 2018

Simply Be, a plus size fashion retailer, increased its sales and profit in the UK by launching a rewards programme that rewarded all customers with classic promotions as well as free prosecco.

Vans & Vice: Finding the expressive creators

Case Study • Gabriella Manzini, Matt Franks, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Skateboarding shoe and clothing brand Vans used multimedia publisher Vice, to create a content-led campaign to broaden its customer base and drive long-term growth.

Say YES for Children: Unicef's marketing permissions campaign

Case Study • Direct Marketing Association - UK, Silver, 2018

Unicef, a non-profit organisation, retained the ability to contact its active supporters post-GDPR in the UK by launching new propositions with an engaging but simple message.

My Black is Beautiful: The Talk

Case Study • Jason Jahn, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Genesis: Genesis x Refinery29 x Inc

Case Study • Finola Austin, Drew Kerr, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.

NHS: Giving a voice to the life stories, experiences and emotions of Londoners

Case Study • Direct Marketing Association - UK, Silver, 2018

The NHS, a UK government department, used data to reach users with the right support, enabling it to make savings of over £17m in the next 12 months.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Evans Cycles: Return to Gold Hill

Case Study • Direct Marketing Association - UK, Gold, 2018

Evans Cycles, a British cycle retailer, increased awareness of the electric bikes market in the UK by remaking Sir Ridley Scott's famous 1973 Hovis advert.

The British Army: This is belonging

Case Study • Direct Marketing Association - UK, Gold, 2018

The British Army, the principal land warfare force of the UK, increased applications by creating a video campaign that told the stories of real soldiers.

Centra: Redeveloping Convenience Retailing

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research, 2018

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

IKEA Life at Home Report 2017 International research by C Space

Research Paper • MRS Awards, Winner, MRS Award for International Research, 2018

IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.

CPNI: “All aboard – “See it. Say it. Sorted”, a public vigilance campaign to support the transport network”

Research Paper • MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.