Article
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Ligia Paes de Barros, WARC Exclusive, Spotlight Brazil, August 2021
This article looks at different consumer groups in Brazil, especially as it concerns their needs and attitudes during a time of uncertainties.
Opinion
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Cathy Taylor, April 2021
In January, the focus of WARC’s Spotlight US was “Marketing in a polarized nation,” which examined the issues dividing the country – and what brands should do about them. WARC's US Commissioning Editor Cathy Taylor writes that three months into the presidency of Joe Biden, the US, and brands, are not getting a reprieve.
Article
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Chiara Manco, WARC Exclusive, April, 2021
The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
News
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26 January 2021
US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but, in December, vaccines and new leadership gave a sense of anticipation about 2021.
News
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25 January 2021
No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.
Article
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Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021
Brands should focus on values and not politics to avoid alienating potential customers.
Article
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Shawn Francis, WARC Exclusive, Spotlight US, January 2021
Influencers have pivoted to thrive in the polarized United States.
Opinion
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Cathy Taylor, January 2021
Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.
Article
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J. Walker Smith, WARC Exclusive, Spotlight US, January 2021
Despite polarization, people in the US voted against disruption in the recent presidential election.
Article
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Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.
Opinion
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Kirstie Maryott, January 2021
Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.
Opinion
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Cathy Taylor, January 2021
As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.
Opinion
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Cathy Taylor, January 2021
Coup attempts are bad for business. WARC’s Cathy Taylor looks at what brands are doing in the wake of the storming of the Capitol.
Opinion
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David Penn, November 2020
It is now generally in vogue to agree that much of the polling in the US general election was ‘wrong’, but Conquest’s David Penn asks what we mean by wrong: the results or our ability to understand them?
Article
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Maureen McLaughlin, ANA, ANA Magazine, October 2020
At the outset of the COVID-19 pandemic, brands and organisations in the USA were quick to provide aid: Nestlé donated to Meals on Wheels America, adidas donated to the COVID-19 Solidarity Response Fund and MAC Cosmetics donated to high-risk communities.
News
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01 October 2020
It is estimated that 73.
Article
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WARC Best Practice, September 2020
Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
Article
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Brian Carruthers, WARC Exclusive, Nudgestock, June 2020
Patrick Fagan, former lead psychologist at Cambridge Analytica, ponders the ethical dimensions of psychographic targeting.
Research Paper
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Tanja Kunz, Camille Landesvatter, and Tobias Gummer, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 396-408
Paradata are a valuable source of information to better understand the response process and to determine how the data collection processes can be improved.
Opinion
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Drew Train and Davianne Harris, July 2020
Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.
Article
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Amanda Ginzburg, WARC Exclusive, April 2020
In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.
News
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04 February 2020
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
News
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31 January 2020
Super Bowl 2020 kicks off this Sunday and, as usual, numerous brands will vie for attention of football fans, but a new survey suggests campaign teams fighting the presidential election would be advised not to advertise during the game.
Research Paper
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Peter Totman, ESOMAR Conference papers, Fusion, 2019
This paper explores the degree to which political correctness may affect the authenticity of responses in qualitative research, in particular among a working-class audience who voted for Brexit in the 2016 referendum in the UK.
