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Why we need better measures of research impact in advertising: Considerations for best practices to expand research’s reach

Article • Shelly Rodgers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 385-389

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

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.

The secret financial lives of Americans – and the future of financial services

Article • Gunny Scarfo and Ben Zeidler, WARC Webinars, December 2018

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

Auto Trader Group: The Car Buyers Report – not new, not used but next

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

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

‘Our House’: Using TV & Excitement to Bring the Customer Closer to ASDA

Article • MRS Awards, Winner, MRS/AURA Award for Insight Management

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

Research Paper • MRS Awards, Highly Commended, MRS Award for Financial Services Research

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards, Finalist, MRS Award for International Research

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Flamingo x Diageo Progressive Gender Portrayal in Global Comms

Case Study • MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

Takeda Pharmaceuticals Company: In this Information Age, how can Pharma effectively engage with physicians and provide them information that they really need when bringing new products to market

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

Takeda, a pharmaceutical company, changed its way of thinking and operating to embrace ‘outside-in’ thinking for designing products and services with its customers and patients at the heart of the organisation.

Multiple Sclerosis Society: Measuring the socio-economic impact of changes to PIP eligibly criteria for people living with MS: a participatory approach

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

The MS Society commissioned research to inform a media campaign aimed at convincing the UK government to change various aspects of Personal Independence Payment (PIP).

Formula One Research Portal

Article • MRS Awards, Finalist, MRS/AURA Award for Insight Management

Formula One (F1), an international form of racing, launched a portal globally, which integrates data from all of F1’s research partners into one portal without compromising their quality – speeding up insights delivery and adapting to changing needs.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

How do you measure a chatbot?

Article • Brian Carruthers, Event Reports, MRS Financial Services Research, November 2018

New channels and new touchpoints may require new measurement methods and those metrics often have to be considered across categories.

Alchemy: Transmuting a combination of data streams into shining new insight

Research Paper • Fiona Blades, ESOMAR, Fusion, 2018

MESH Experience, the data, insight and analytics firm, looked at how experiences with brands affect consumer associations of the brand in the UK.

Human Plus Digital Equals Agile and Accurate: How holistic communities can provide depth, rigour and quality to impatient stakeholders

Research Paper • Philip Morrison and Alex Johnston, ESOMAR, Fusion, 2018

The Distilleries, an insights company, and research firm Jigsaw, discuss taking a holistic approach to online communities in the UK and developing a mindset that focuses on the client end-game, rather than any fixed methodology.

Profiting: The Prophecy for Qualitative/Quantitative Fusion

Research Paper • Omnia Holland and Danielle Holland, ESOMAR, Fusion, 2018

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Catching the Exception: An in-depth qualitative social media analysis to uncover unexpected usages of plant-based Alpro products - #newrecipe #cleaneating #plantpower

Research Paper • Chayanne Meers and Suzanne Mulier, ESOMAR, Fusion, 2018

Alpro, a plant-based products brand, used deep-dive social analysis to identify consumer trends around plant-based products – allowing them to promote versatile and creative uses for its product ranges in Belgium.

Post-Truth Insights - Driving Business Impact: Making insights more business-ready and articulated in business language to help true consumer-centricity in client business organisations

Research Paper • Radhecka Roy and Sunita Venkataraman, ESOMAR, Fusion, 2018

Intel, a technology company, and Ipsos, a global market research firm, set up a pilot in the US to build an ongoing framework for instant insights that can aid different stakeholders in exploring rapid activation with micro-targets.

Demystifying Machine Learning: Accelerating innovation by exploiting what is already known

Research Paper • Sjoerd Koornstra and Wim Hamaekers, ESOMAR, Fusion, 2018

Researchers from The House of Insights and Haystack International partnered to develop a tool that can predict the likelihood of a flavour succeeding in any given beverage market in the world.

Demonstrating the Advantage of Artificial Intelligence in Market Research

Research Paper • Gary Ellis, ESOMAR, Fusion, 2018

Through two political case studies in the US and UK, online insights platform Remesh exemplified the positive impact of AI on market research.

Pan-European Crowd-Sourcing Puts Innovation Back at the Heart of Europe’s #1 Workplace Water and Coffee Provider

Research Paper • Guy White and Jean-Marc Bollinger, ESOMAR, Fusion, 2018

Eden Springs, a water cooler and Office Coffee Machine Supplier, launched employee crowds across Europe to test innovation pilots to bring innovation back into the category.

The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

The Value of Machine Learning in Privacy: Results-oriented machine learning solution in securing PII data anonymisation

Research Paper • Carlos Ochoa and Ezequiel Paura, ESOMAR, Fusion, 2018

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

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 Dove global beauty confidence report

Research Paper • MRS Awards, Finalist, International Research, 2017

In 2016, as part of the Dove Self-Esteem Project, Dove reaffirmed their commitment to positively impact young lives by inspiring women and girls globally to develop positive relationships with their appearance.
Alice in Customerland: Why the future of customer experience research will be more human-centered

Research Paper • Richard Bordenave, ESOMAR, Congress, 2017

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.
How to deliver consumer insight

Article • Merry Baskin, WARC Best Practice, September 2016, pp. 36-37

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.
The new rules of engagement

Research Paper • Samantha Bond, International Journal of Market Research, Vol. 58, No. 3, 2016, pp. 351-354

This Viewpoint describes the challenges that the market research industry is facing when it comes to Millennial employees and outlines some positive steps that should be taken.
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.