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Why it pays to play by the rules of attention

Article • Tim Elkington, WARC Exclusive, July 2019

Explores the practical steps that brands can take to optimise the attention levels their ads create.

A comparison of scale attributes between interval-valued and semantic differential scales

Research Paper • Christos Themistocleous , Anastasios Pagiaslis, Andrew Smith and Christian Wagner, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 394-407

This article presents the results of an exploratory study comparing interval-valued scales (IVSs) and semantic differential scales (SDSs).

Forum: Do millennials differ in terms of survey participation?

Research Paper • Oriol J. Bosch, Melanie Revilla and Ezequiel Paura, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 359-365

Millennials have been the focus of quite some research because of their differences with older cohorts.

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Conference note: Mind the gap – harnessing psychological theory to pension engagement

Article • Lisa Edgar, Nicola Stenberg and Alistair McQueen, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 447-451

This conference note examines how application of academic theory can be practically applied in the financial services sector to increase women’s participation in pension schemes.

How the voice of the customer became the currency at Fujitsu

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

Over five years Fujitsu’s Voice of the Customer program has become central to how the IT hardware and services giant operates.

The Body Shop rediscovers its mojo

News • 12 July 2019

The Body Shop, the health and beauty manufacturer and retailer, is making activism a core part of its business – extending all the way from marketing messages to the commercial brand proposition.

Analytics + Storytelling = Influence

News • 11 July 2019

At a time when it has never been more challenging to make sense of all the data that swirls around a brand, and simultaneously never been more possible to do so, marketers need to understand the fundamentals of data-driven storytelling.

Premiumisation and the feel-good factor

News • 10 July 2019

The concept of ‘premium’ is a complex one, comprising both rational factors and emotional responses, all of which makes the creation of a premium product fraught with difficulty, but there are some common traits for brands to build on.

Monzo shows the power of brand (though losses increase)

News • 09 July 2019

Monzo, the UK-based fintech, continues to add customers both in the UK and now the US, but profits are yet to arrive as the challenger bank invests in staff and increased marketing spend.

Brexit: brands and consumers brace for tough winter

News • 08 July 2019

A significant proportion of British shoppers are anticipating supply problems as a consequence of October’s slated date for Brexit, while retailers are warning an autumn exit would hit them at the busiest time of the year.

Every Little Helps: How to use data to create an emotional connection

Opinion • Tim Mason, July 2019

Tesco has been one of the UK’s biggest retailers for nearly forty years. One of its greatest assets, the Clubcard loyalty scheme, helped create an emotional connection to customers that was a major contributor to growth.

Digital audio picks up momentum

News • 04 July 2019

Advertiser confidence in digital audio is growing, according to new research, with 86% of agencies and 66% of brands in the UK viewing the channel as an important part of their media strategies.

YouGov Ad of the Month – UK: Santander

Opinion • BrandIndex, July 2019

This month, Santander achieved the highest uplift in Ad Awareness of any brand in the UK with a +7.9 change in score.

Shifting signifiers of premium, and how brands can adapt

Article • Alex Gordon, Admap, July 2019

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

How to be premium in an age of high expectations

Article • Andy Wardlaw, Admap, July 2019

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

Advertising “On the Go”: Are consumers in motion more influenced by ads? Why advertisers should consider consumers’ physical activity when planning ad campaigns

Research Paper • Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019

People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.

Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves

Article • David Adamson, Admap, July 2019

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

The art of premiumisation: Stop guessing, start innovating

Article • Joanna Parman, Admap, July 2019

For brands that get it right, there’s a big opportunity not only to drive sales growth in increasingly competitive markets, but also to differentiate their product portfolio.

A redefinition of customer-centricity

News • 28 June 2019

To be successful in future, brands will need to ditch long-held and generic demographic segmentation labels, such as ‘millennials’, and instead focus on needs-based communities and on how they can anticipate changes in the emotional ...

Businesses lose out over data problems

News • 25 June 2019

Businesses in the US and UK are losing money because of a failure to share data internally and because of bad data, new research claims.

Going full funnel with digital audio

Article • Brian Carruthers, Event Reports, IAB Sound Investment Seminar, May 2019

Half of UK agencies and advertisers remain to be convinced that digital audio can prove its effectiveness – DAX is on a mission to educate them.

Oatly: a creative's dream?

News • 21 June 2019

Oatly doesn’t have a marketing department – its creative director thinks they’re stupid – but the plant-based milk company is nonetheless growing fast, expanding out of its native Sweden across Europe and into the US.

I can wear pink AND play football

News • 20 June 2019

Gen Alpha girls have a post-stereotype mindset, according to new research into under-10s which claims that this age group is one that judges people by who they are, not what they are.

How to tell stories using data and statistics

Article • Sam Knowles, WARC Best Practice, June 2019

Details how to use data and statistics in story telling by providing six golden rules for success.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
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.
How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.