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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23 March 2020
Consumers are more likely to think of a brand as dynamic and youthful if it has an asymmetrical logo, and they associate brands with a symmetrical logo with less exciting qualities like sincerity and sophistication, new research shows.
News
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10 March 2020
As banking by phone and digital payments continue to gain traction in Indonesia, fintech firms are looking to align themselves with Islam in the world’s most populous Muslim-majority country.
Article
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Maria Twena, WARC Exclusive, March 2020
Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.
Case Study
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Case Studies on WARC, 2016
Hungarian beer Soproni reversed an eight-year-long volume decline and improved brand metrics through a new communication platform rooted in Hungarian culture.
Article
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Terence Ling, WARC Exclusive, February 2020
Brands in Hong Kong are grappling with prolonged disruption to business thanks to the COVID-19 outbreak which comes in the wake of anti-government protests – TBWA’s Terence Ling offers some key advice for marketers.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
News
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26 February 2020
BBC World Service used multiple research projects to identify a “critical juncture” in TV news viewing in Pakistan, which led to a rethink of the brand’s YouTube strategy.
Article
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Brian Carruthers, Event Reports, Qual360, February 2020
The BBC World Service has learned to make a small research budget go a long way in challenging markets.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Film/Video, 2020
Family history company, Ancestry used a short TV documentary to bring its data to life and appeal to the descendants of slaves in the US.
Case Study
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SABRE Awards, IN2, North America, Social Purpose, 2020
Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.
News
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11 February 2020
The success at the Academy Awards of Korean black comedy Parasite heralds a potential new element of the so-called K-wave, which has to date seen consumers in Asia and large parts of the rest of the world embrace Korean pop, soap operas and beauty ...
Article
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Stephen Whiteside and Catharine P. Taylor, Event Reports, FeelMore50, February 2020
System1, the research firm, produced a ranking of the top TV ads from 2019 based on an assessment of their emotional impact on consumers.
Article
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Professor Tony Meenaghan, Jill Downey and Jamie Macken, Admap, February 2020
Examining how brands can stand out in a cluttered sponsorship property.
News
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29 January 2020
Growing activism (of the non-political variety) and a focus on the local are among the trends that youth media brand MTV has identified in its latest survey of India’s huge young population.
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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Michael Sussman and Amy Winger, ANA Magazine, Forward, January 2020
Brands hold values that connect people emotionally, and they create virtual spaces and real-world places for those people to gather, which presents a unique opportunity for modern brands to live in people's daily experiences in unique and meaningful ways.
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.
