Behavioural insight

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What we know about gamification as a research method

Article • WARC Best Practice, May 2019

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.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

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.

What we know about behavioural economics

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

How to use behavioural science to build new habits

Article • 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.

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

UL Firefighter Safety Research Institute: UL Close Before You Doze

Case Study • SABRE Awards, North America, Public Education, Gold, 2019

UL Firefighter Safety Research Institute (FSRI) created authentic content to spread awareness of the importance of closed doors in house fires to its US audience.

Washington Traffic Safety Commission: Reducing Distracted Driving in Washington State

Case Study • SABRE Awards, North America, Government Agencies, Gold, 2019

Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

Launching the Alliance to End Plastic Waste

Case Study • SABRE Awards, North America, Chemicals & Industrials, Gold, 2019

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

Patagonia & Levi Strauss & Co: Time to Vote

Case Study • SABRE Awards, North America, Retailers, Gold, 2019

Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

HealthyWomen: The HealthiHer Movement

Case Study • SABRE Awards, North America, PR Agency Marketing, Silver, 2019

HealthyWomen, a non-profit women’s health organisation, encouraged American women to look after their health by conducting a nationwide health survey and promoting the results through social and its website.

New Frontiers in Behavioural Science: Default settings – the most powerful tool in the behavioural scientist’s toolbox?

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, April 2019

Looks at creating or changing default settings as one of the most powerful ‘nudges’ in any behavioural scientist’s toolbox, including its effects and how we can change or create new default settings.

Driver behaviour unaffected by digital roadside signs

News • 17 April 2019

Contrary to what one might assume, the presence of digital roadside signs do not necessarily distract drivers, according to new research from Australia.

How Facial Coding helps to Optimize Communication: Emotions as strong predictors of communication effectiveness for FMCG

Research Paper • Massimo Sarcina, Esperanza Vallejo, Catalina Bonnet and Joaquín Tapia, ESOMAR, Latin America, 2019

Alicorp, the consumer goods company, used the brain theories System 1 and 2, and facial coding tests to understand how to make their ads more effective in Peru.

Sweating the small stuff: How to use behavioural science to build more effective communications

Article • Crawford Hollingworth and Liz Barker, Research on WARC, April 2019

Details how marketers can apply behavioural science to optimise everyday communications.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

Exploring sharing behaviors across social media platforms

Research Paper • Chang-Dae Ham, Joonghwa Lee, Jameson L. Hayes and Young Han Bae, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 157-177

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem.

Behavioral design: psychology as a tool for marketers

Article • Carin Fredlund, WARC Best Practice, April 2019

Looks at behavioural design and as an applied form of behavioural economics.

Saving the planet nudge by nudge: Using behavioural economics to create effective communications for a sustainable future

Article • Crawford Hollingworth and Sarah Murray, Admap, April 2019

Looks into how behavioural economics can be used to create effective communications for a sustainable future.

How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Research Paper • Stacy Wood, Stefanie Robinson and Morgan Poor, Admap, April 2019

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

New Frontiers in Behavioural Science: The past, the present and the future

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, March 2019

Looks at how behavioural science is currently being used to aid marketers and how it will be used in the future.

B2B marketers can tap a behaviour-based approach

News • 27 March 2019

B2B marketers who have been finding success with account-based marketing can take this approach a step further by embracing behaviour-based marketing, a new WARC Best Practice Paper suggests.

The Behavioural Scientist’s guide to fuelling creativity

Article • Crawford Hollingworth and Liz Barker, Research on WARC, 2019

Provides a guide for how to build more creative environments or brainstorming sessions that maximise creativity, breadth and quality of ideas.

Why brands should target people going through life events

Article • Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019

People who have recently experienced a life event are more likely to try new brands and are therefore an ideal target market for many product categories.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

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.
How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
How to use behavioural science to build new habits

Article • 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.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.