Article
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WARC Best Practice, August 2019
Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
Article
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WARC Best Practice, April 2019
This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
News
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20 January 2020
Almost a quarter (23%) of all new food product launches in the UK last year were labelled as vegan, up from 17% in 2018, confirming that the meat-free consumer trend is growing apace, a new report from Mintel has revealed.
Article
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Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Article
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Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020
Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Oreo cookies gave itself the royal treatment in China in a brand crossover with the Palace Museum that won the heart of foodies and culture vultures during its own Tmall Super Brand Day.
Article
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Research on WARC, December 2019
Uncovers seven key areas where there is a growing demand for new services catering to the ‘night economy’ in China and challenges advertisers to reflect on whether their use of media is effective for Chinese consumers who are active in the hours after nightfall.
Opinion
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Stefan Burford, December 2019
Stefan Burford, Global Chief Strategy Officer at Initiative, outlines five methods by which marketers can build brand relevance in culture.
News
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17 December 2019
The ‘Bharat’ part of India, which is home to 80% of the population, is fast catching up not only with urban India but also the rest of the world, according to a recent ethnographic study.
Article
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Amit Tiwari, WARC Exclusive, December 2019
This ethnographic study on rural India was based on qualitative research – structured interactions with 130 customers, retailers and influencers – across 32 towns in 16 states, covering all 4 regions (North, East, West, South) in India.
Article
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Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Article
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Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
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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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Denny’s, the quick-service restaurant chain, has committed to engaging multicultural consumers in powerful, authentic ways, helping overcome an uneven legacy in this area.
Article
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Lin Liu, Admap, December 2019
China is rapidly evolving, and that means brands must rethink well-worn strategies for the country’s biggest holiday, Chinese New Year.
Article
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Anish Daryani, Admap, December 2019
Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.
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.
Article
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Tahaab Rais, Admap, December 2019
The Hajj pilgrimage to Mecca in Saudi Arabia is considered a pivotal moment in a Muslim’s life.
Article
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Low Lai Chow, Event Reports, Spikes Asia, September 2019
FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.
Case Study
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MRS Awards, Finalist, MRS Award for International Research, 2019
Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.
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, Virginia Valentine Award for Cultural Insights, 2019
Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
Open Banking, a government agency initiative, developed, launched and scaled Open Banking in the UK using a curated suite of research methodologies to inform customer experience guidelines.
Case Study
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MRS Awards, Winner, MRS Award for New Consumer Insights, 2019
Unilever, a consumer goods company, created a language analyser which used machine learning to analyse the language of various consumers in the UK to gain evidenced insights for informing demographic-dependent brand strategies.
