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Three-quarters of UK firms will boost market research budgets

News • 22 January 2021

Three-quarters (74%) of businesses in the UK intend to increase their marketing research budgets this year to improve their reach to potential customers, according to a new survey from Stravito, the consumer insights platform.

The power of bad: Turning bad news into transformative stories for business and brands

Research Paper • Grant Feller, Leanne Tomasevic, ESOMAR Conference papers, Insights Festival, 2020

Global strategic consultancy Truth Consulting took a journalistic approach and highlighted bad news in its storytelling to grab more attention and appeal to certain emotions.

From change management to change leadership: How I (accidentally) transformed a massive CPG insights organisation

Research Paper • Michelle Gansle, ESOMAR Conference papers, Insights Festival, 2020

Multinational manufacturer Mars, in examining the changing world brought about by COVID-19, identified five key shifts for the insights industry to make to evolve its own function and create value.

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.

Hello Alexa, is there any survey for me? VAI (voice assisted interview) as a way to stop chasing respondents

Research Paper • Ennio Armato, ESOMAR Conference papers, Insights Festival, 2020

Smart speaker brand Amazon Echo was used to explore if Voice Assisted Interview (VAI) could gain insights from panels and offer fresh ways to reach the digital consumer in the US.

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.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

A 60-year bibliographic review of the Journal of Advertising Research: Perspectives on trends in authorship, influences, and research impact

Research Paper • Terrence Brown, Andrew Park, and Leyland Pitt, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 353-360

In the first large-scale bibliographic overview of the Journal of Advertising Research (JAR), the authors identify key publication trends since its inception in 1960.

How Shell supercharged its insights-to-marketing process

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Unilever: Putting the consumers voice through-out the business

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

Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.

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.

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.

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.

Chivas Brothers: Refreshing flavour – how cultural insight created category redefining flavour wheels for Chivas Brothers’ brands globally

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

Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.

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.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

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

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

Takeda: Collaborating for change: unlocking the potential of a cutting-edge GI therapy

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

Takeda, a pharmaceutical company, developed a high-level framework for its communications campaign about a new gastrointestinal therapy.

LATAM Airlines: How monetising NPS helped us take CX investment decisions

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

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

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.

Strategy Toolkit: Generating insight

Article • Strategy Toolkit, Strategy Toolkit

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.
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.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.
How to be insightful

Article • Sam Knowles, WARC Best Practice, October 2020

Provides a novel framework and a structure for generating insight.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
Innovating in challenging times: Research during COVID-19

Research Paper • Ipsos, Research on WARC, March 2020

Provides advice for marketers about if they should start, stop or continue their research programs during the COVID-19 pandemic.