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Behavioural insight

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The objectivity trap: On the biases and misconceptions that cause us to all undervalue B2B marketing

Article • Research on WARC, April 2021

Looks at how marketers can question presumptions and challenge norms, not to increase disruption, but in the face of disrupted times to find new tactics for business success.

A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

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

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

Alternative proteins: Nudging consumers toward adoption in the food-tech revolution

Article • Dr Boon Chong Lim and Jeremy Sim, WARC Exclusive, February, 2021

Nanyang Technological University’s Dr Boon Chong Lim and Prototyping Lab Aufhaven’s Jeremy Sim examine how alternative proteins, considered the next wave of food innovation, can be successfully marketed.

Using immersion research and people-driven design to improve behavior change programs

Research Paper • Dee Jupp, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 9-14

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Co-designing social marketing programs with “bottom of the pyramid” citizens

Research Paper • David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki and Georgette Leah Burns, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 86-105

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

The behavioural science guide to making and breaking habits

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, January 2021

To get 2021 behavioural change goals off to a better start, The Behavioural Architects have brought together the latest thinking from behavioural scientists, neuroscientists, psychologists and practitioners to provide a practical toolkit for how to make and break habits in the new normal.

Where are we going to be?

Article • Trajectory, Research on WARC, January, 2021

This report by Trajectory looks at how the COVID-19 pandemic has had a huge impact on daily life, particularly in terms of location and proximity.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

From DIY To DEY Economy: Behavioural shifts in the post-lockdown world

Opinion • Charu Aggarwal Harish, December 2020

Havas Group’s Charu Aggarwal Harish outlines the opportunities for brands in Asia in meeting the demands of a consumer base defined by “Do Everything Yourself”.

Disrupting system 1 thinking: Better science for smarter marketing

Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.

The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Research Paper • Gabriela McCoy, ESOMAR Conference papers, Insights Festival, 2020

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

The power of bad: Turning bad news into transformative stories for business and brands

Research Paper • Grant Feller, Leanne Tomasevic, ESOMAR Conference papers, Insights Festival, 2020

Global strategic consultancy Truth Consulting took a journalistic approach and highlighted bad news in its storytelling to grab more attention and appeal to certain emotions.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

The role of culture in a global crisis: Understanding how identities and values shape behaviour

Article • Radhecka Roy, Research on WARC, December 2020

The global coronavirus pandemic has disrupted life, livelihoods and health across countries and cultures.

Google: Decoding Decisions – making sense of the ‘messy middle’

Research Paper • MRS Awards Papers, Winner, MRS Award for New Consumer Insights, 2020

Google, a technology company, applied behavioural science insights to marketing practice and developed a new model of decision making that accurately reflects the complexities of online shopping behaviour.

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

CovidWatch – An international social commentary on what unites and divides us during the pandemic

Research Paper • MRS Awards Papers, Winner, MRS Award for International Research, 2020

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.