Online & mobile research

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Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

What we know about social listening and real time research

Article • WARC Best Practice, January 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, January 2019

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Brands in Motion

Case Study • SABRE Awards, Africa, Superior Achievement in Research and Planning, Diamond, 2019

WE Communications, a PR firm, launched a 24-hour stream of content customised to each market in South Africa to refine its annual global study, Brands in Motion.

How to discover emerging food trends with social media data

Article • Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019

Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

Institute of Waste Management of Southern Africa: Research for sustainable reputational growth

Case Study • SABRE Awards, Africa, Superior Achievement in Measurement and Evaluation , Diamond, 2019

Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

Radio buttons in web surveys: Searching for alternatives

Article • Alexandru Cernat and Mingnan Liu, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 266-286

Web surveys are struggling to attract and retain respondents due to high burden and competition for the users' attention.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

Illovo Sugar Africa: Perception Audit

Case Study • SABRE Awards, Africa, Food & Beverage, Gold, 2019

Illovo Sugar, a sugar producer, undertook a stakeholder audit in six African markets to assess the brands' reputation.

Why the first half-second of a mobile ad is a must-win moment

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Research led by the Mobile Marketing Association (MMA), the industry body, found that ads typically have less than a second to engage consumers on mobile.

Clustering halal food consumers: A Twitter sentiment analysis

Research Paper • Mohamed M. Mostafa, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 320-337

The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.

South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

Case Study • SABRE Awards, Africa, Crisis/Issues Management, Gold, 2019

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

Sanlam Personal Finance: Pink Tax

Case Study • SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

How Nestlé, Coca-Cola and Axe moved beyond objectivity in research

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

The relationship between consumers and brands has altered as a result of the ever-changing media landscape – and relationship between consumers and researchers is following suit, with old-fashioned objectivity taking a back seat.

TIAA: Divorce Stories

Case Study • SABRE Awards, North America, Digital Campaign, Gold, 2019

TIAA, the insurance company, reached divorced women in the US using influencers to promote its content on TIAA's divorce hub.

Marvel Mystery Oil: 1923 - Forward Into The Past

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

Marvel Mystery Oil, a fuel additive brand, launched its Facebook presence in the US by creating social content centered on The Marvelizer, a 1923 hot rod built by influencer partner Max Herman.

McDonald's: Big Mac 50th Anniversary

Case Study • SABRE Awards, North America, Consumer Marketing, Gold, 2019

McDonald’s, a fast food restaurant chain, celebrated the 50th anniversary of its Big Mac burger by launching coins that equaled to one Big Mac burger.

WNBA: Take A Seat, Take A Stand

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

Women's National Basketball Association (WNBA), the women's professional basketball league in the US, cemented itself and its players as a leading voice in the women's movement because of its commitment to supporting organizations that empower women and girls.

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable

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

Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

Electric Power Research Institute (EPRI): How EPRI Electrified 2018

Case Study • SABRE Awards, North America, Energy & Natural Resources, Gold, 2019

The Electric Power Research Institute (EPRI), a nonprofit research and development company, increased brand awareness and share of voice in the US by launching a data-driven campaign at its Electrification 2018 conference.

Establishing ABB's First Chief Digital Officer As An IOT Champion

Case Study • SABRE Awards, North America, Executive Leadership , Gold, 2019

ABB, an industrial technology company, increased global awareness of its ABB Ability platform by personalising the brand through thought leadership and event appearances from its chief digital officer.

3M Champions Science

Case Study • SABRE Awards, North America, Global Campaign, Gold, 2019

3M, a manufacturing company, launched a microsite dedicated to scientific resources to improve positive sentiment towards science.

Whiskas K.I.T: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform to drive sales and customer engagement.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.
What we know about online communities

Article • WARC Best Practice, March 2019

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about social listening and real time research

Article • WARC Best Practice, January 2019

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
From on-device to out-of-home: Measuring the whole picture of campaign effectiveness for Google

Research Paper • IAB Europe Research Awards, Brand Advertising Effectiveness, Winner, 2018

On Device Research, a research company, launched a campaign in the UK to raise brand consideration of the new Google Pixel 2.0 handset, alongside broader awareness and purchase intent driving goals.
How Brands Can Make Smarter Decisions in Mobile Marketing: Strategies for Improved Media-Mix Effectiveness and Questions for Future Research

Research Paper • Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
How to gain insight from social listening

Article • Will McInnes, WARC Best Practice, July 2017

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.