News
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10 December 2019
The consultancy’s media, tech, and telecoms predictions for the coming year include ad-supported video on demand taking one in every 10 pounds of ad revenue in the UK next year.
Opinion
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Helen Rose, December 2019
UK consumers’ occasionally misguided nostalgia is an opportunity for advertisers, writes Helen Rose, Head of Insight & Analytics at the7stars.
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
Article
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Alex Brownsell, Event Reports, Future of Audio, October 2019
An exploration of the role of voice technology in marketing, and predictions of how brands may be able to exploit voice in the future.
Article
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Alex Brownsell, Event Reports, December 2019
WeChat offers the best entry point for international brands into the Chinese market thanks to its “open and integrated ecosystem”, according to Kenx Gao, a specialist in cross-border e-commerce.
News
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06 December 2019
Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
Looks at the growth of youth marketplace Depop – described as a combination of Instagram and eBay.
Research Paper
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Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Research Paper
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Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Article
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Chris Pearce, WARC Exclusive, December 2019
Consumers are embracing online commerce in record numbers, and brands need to optimise their online path to purchase in response.
News
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05 December 2019
Scottish distiller William Grant successfully appealed to a non-traditional audience of younger, tech-savvy drinkers with a novel use of data to not only create a new product but also to inform the marketing.
Article
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Stefano Maggi, WARC Exclusive, December 2019
While social media analytics are easily trackable, a huge amount of sharing traffic is ‘dark’ and shared person to person.
Article
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Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600
In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.
Article
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Daniel Nunan and Anca C. Yallop, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 585-587
This article examines the history of the market research sector and how it can provide value. There is increasing interest in the history of market research in the UK.
News
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03 December 2019
People are increasingly concerned about the environment, with a majority of UK consumers claiming to reject brands whose environmental reputation falls short of their expectations.
Article
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Research on WARC, December 2019
YouGov and the7stars joined forces to investigate the most fondly remembered parts of culturalhistory – and unpick exactly why the nation looks back on its past with rose-tinted glasses.
Article
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Asad Dhunna, Admap, December 2019
Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
News
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03 December 2019
Whether attempting to capitalise on a short-term fad, or redirect investment toward a long-term trend, a startup has developed a technique to find the signals in vast quantities of unstructured social data that claims 90% accuracy at a six-month ...
Article
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Daren Poole, Admap, December 2019
Christmas is the height of the advertising year in many Western markets.
Case Study
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MRS Awards, Finalist, MRS Award for Business-to-Business Research, 2019
The University of Warwick, a university in the UK, developed its mental wellbeing audit to help employers listen to their employees and give them relevant insights to help accelerate change.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.
Case Study
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.
Case Study
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Barclays UK, a banking brand, built upon its existing customer experience research platform to revolutionise the insights it provides through customer feedback dashboards in the UK.
News
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02 December 2019
Marketers have made considerable progress to become more data-driven, yet there remain numerous barriers preventing them from getting the most out of data, a new survey has revealed.
