Article
•
WARC Best Practice, December 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.
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.
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.
Article
•
Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
ViacomCBS' Christian Kurtz presented new research that reveals what watching TV really means to consumers around the world.
News
•
19 March 2020
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Article
•
Brian Carruthers, Event Reports, QUAL360 Europe, February 2020
Banking is a notoriously difficult sector to research, but Lloyds Banking Group has found a way that offers promise.
Article
•
Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.
News
•
10 March 2020
South African retailer Woolworths used a chatbot on Facebook to create a persona-driven alternative to traditional food diary-based research, revealing deeper insights by boosting engagement and data quality.
Case Study
•
Case Studies on WARC, 2018
Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.
Article
•
Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Woolworths, the South African retailer, used a bot to conduct qual research on its customers’ food habits and motivations revealing insights that have adapted its comms and NPD.
Article
•
Brian Carruthers, Event Reports, Qual360 Europe, February 2020
Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.
Case Study
•
Case Studies on WARC, 2016
Hungarian beer Soproni reversed an eight-year-long volume decline and improved brand metrics through a new communication platform rooted in Hungarian culture.
News
•
28 February 2020
Market research is often more focused on what matters to the business than what matters to the customer – and therein lies a major problem for many businesses that profess to be customer-led, according to an industry figure.
Case Study
•
Case Studies on WARC, 2018
Argentine winery Nieto Senetiner launched a new wine brand to attract younger consumers and boost growth.
Case Study
•
Case Studies on WARC, 2018
Discount supermarket chain Aldi increased sales, market share and quality perceptions in the UK through an eight-year long campaign that highlighted the quality and convenience of its products by comparing them with much-loved brands.
Case Study
•
Case Studies on WARC, 2017
Breakfast bread Buondì Motta generated sales increases and huge buzz with a controversial TV campaign aimed to appeal to the modern Italian family.
Case Study
•
Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.
News
•
26 February 2020
BBC World Service used multiple research projects to identify a “critical juncture” in TV news viewing in Pakistan, which led to a rethink of the brand’s YouTube strategy.
Article
•
John Sills, WARC Best Practice, February 2020
Looks at what it really means to take a customer-led, immersive approach to proposition development and how brands are getting it wrong.
Opinion
•
Brian Carruthers, February 2020
Better, faster, cheaper research may be possible after all – Brian Carruthers takes the industry’s pulse at Qual360 Europe .
Case Study
•
SABRE Awards, IN2, North America, Best SEO/Content Distribution Program (Paid + Organic), 2020
The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.
Case Study
•
SABRE Awards, IN2, North America, Best Use of Original/Commissioned Research for PR, 2020
Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.
Case Study
•
SABRE Awards, IN2, North America, Best in Social Good + Public Service, 2020
Dairy company Stonyfield Organic created #PlayFree, an on-ground initiative to remove pesticides from children's playing fields and community spaces and underscore the brand's organic credentials in the US.
Case Study
•
SABRE Awards, IN2, North America, Best in Live Events, 2020
Credit-card brand Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation in New York's West Village during the World Pride festival.
Case Study
•
SABRE Awards, IN2, North America, Best Use of Photo Networks, 2020
The Jackson Hole Travel & Tourism Board sought to help alleviate the unintended harm done by geotagging and create a national conversation about how to address this issue in the US via social media.
