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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.

Tetra Pak: Carton Le Aao, Classroom Banao (Get Your Carton and Make A Classroom)

Case Study • SABRE Awards, South Asia, Corporate Social Responsibility, 2018

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Mumbai Metro Rail Corporation: Mumbai Life Line 3 – Connecting the Unconnected

Case Study • SABRE Awards, South Asia, Platinum Finalist, 2018

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Nissan: Camelpower – The world's first measure for desert performance

Case Study • Vishal Badiani, Ali Marashi, WARC Prize for MENA Strategy, Shortlisted, 2018

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Nissan: #SheDrives – Saudi women get their first driving lesson

Case Study • Vishal Badiani, WARC Prize for MENA Strategy, Shortlisted, 2018

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

du: #PostWisely – If it were your pain, would you share it?

Case Study • Haytham Dayeh, Omar Kishk, Mahmoud Jaber, Pooja Beri et al., WARC Prize for MENA Strategy, Shortlisted, 2018

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Finding ‘opportunity spaces’ in ambient cake with Bord Bia

Article • Brian Carruthers, Event Reports, Market Research Summit London, May 2018

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

University of Melbourne: Made Possible by Melbourne

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

Kraft Macaroni & Cheese: New and Not Improved

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Ad Council: Prediabetes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Heineken: No More Excuses

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 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.

Pril: The One-Drop Bottle

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Cochlear: The Hearing Test in Disguise

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

Rethinking qual for Gen Z

News • 14 June 2018

GLOBAL: Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

Currys PC World: Tested in Life to help you get it right

Case Study • Marketing Society UK, Excellence Awards, Winner, Employee engagement, 2018

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

Myths, misinformation and McDonald’s: How fortune favours the brave

Case Study • Marketing Society UK, Excellence Awards, Winner, Long-term marketing excellence, 2018

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

IAG Cargo: FWD.Rewards

Case Study • Marketing Society UK, Excellence Awards, Winner, Building customer relationships, 2018

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

O2: International Volunteering Week 2017 - Re-engaging our people with social and environmental action

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

O2, a telecommunications brand, increased staff participation and awareness of the company's participation in good causes by launching events and discussions in its parent company, Telefonica SA's, volunteering day in the UK.

The Senet Group: When The Fun Stops, Stop

Case Study • Marketing Society UK, Excellence Awards, Winner, Customer insight, 2018

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Parodontax: Changing the world's oral health by thinking outside the box

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

From boutiques to grocers: How Godiva democratised luxury

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand extension, 2018

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Oops (we did it again) - another brand extension story from O2

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Girlguiding: Know Your Place

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

Time to Change: One Small Act. One Big Change.

Case Study • Marketing Society UK, Excellence Awards, Highly Commended, 2018

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.