Article
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WARC Best Practice, September 2020
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
Article
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WARC Best Practice, October 2019
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
Article
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WARC Best Practice, September 2019
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017
This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Article
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Sam Peña-Taylor, Event Reports, Market Research Society Behavioural Science Summit, September 2020
The iconic British shoe brand brought behavioural principles into its store design using research from across the world.
News
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25/09/2020
The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia. Instead, new socio-economic and behavioural patterns are shaping the future state of the industry, according to a study by Nielsen.
Article
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Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
News
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21/09/2020
The lockdown witnessed not just an increase in gaming as more people were playing and using games as a way to stay connected, but also the growth of Twitter conversations around this topic, creating a huge opportunity to reach fans who don’t just ...
Case Study
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Divya Agarwal, WARC Prize for Asian Strategy, Shortlisted, 2020
Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.
Case Study
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Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020
Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.
Case Study
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Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020
Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.
Article
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Mukta Lad, WARC Exclusive, September 2020
A discussion by the Mobile Marketing Association (MMA) and Twitter put forward insights around the untapped brand opportunities presented by gaming, especially amid the COVID-19 pandemic.
Opinion
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Benoit Wiesser, September 2020
What if your customers simply forgot they were previously loyal to your brand? What if they stopped purchasing your entire category? What if they had done so already? And what if, this was the competitive opportunity of a generation? There’s a commonly quoted figure, backed by solid research, that it takes 66 days to form a new habit or change behaviour.
News
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09/09/2020
In the pursuit of stand-out, engaging propositions, loyalty marketers have been turning to gamification, but that is now evolving into actual gaming for some of the world’s biggest brands.
News
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08/09/2020
If a product line is underperforming then it makes sense to remove it. Or maybe not, if the law of unintended consequences kicks in, as Sweden’s Naked Juicebar discovered.
Article
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WARC Best Practice, September 2020
A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Article
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Brian Carruthers, Event Reports, Nudgestock, June 2020
Naked Juicebar lost sales when it removed a product line that appeared not to sell well – the reasons why were complex and important.
Article
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Natasha van der Pas, WARC Exclusive, September 2020
How brands including Starbucks, Shell and Disney are using mobile games to increase customer loyalty.
Article
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Stacy H. Lee and Sojin Jung, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 615-632
Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.
Article
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Charlotte Lo, WARC Exclusive, August 2020
With e-commerce uptake growing faster than ever, brands need to carefully strategize their e-commerce CX to convert interest into sales.
News
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27/08/2020
Lockdowns have lasted longer than the 66 days research suggests it takes to form a new habit – so 2020 really will be an inflection point when we witness a paradigm shift.
News
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26/08/2020
Understanding the difference between promotion- and prevention-minded shoppers could help food marketers enhance their strategy across the entire path to purchase.
Article
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Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020
Analysis by Ipsos, the research firm, shows that focusing on emotional cues across the purchase journey is important for food brands.
News
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21/08/2020
Advertisers should consider employing “both rational and emotional appeals” in campaigns rather than using arbitrary divisions between these messages, according to a study in the Journal of Advertising Research (JAR).
Article
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Research on WARC, August 2020
Looks at the mental processes that have been activated by the abundance of the web.
