Quantitative research

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Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

Research Paper • Leonard J. Paas, Emiel L. Eijdenberg and Enno Masurel, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 27-42

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

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.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

Mermaids: Re-educating Google

Case Study • DMA (UK), Silver, 2020

Mermaids, a charity that supports transgender children, tackled Google’s algorithm by launching a search-based campaign to ensure parents’ most Googled questions were given accurate answers through links to its website.

Just Eat: Using AI to serve up the next meal

Case Study • DMA (UK), Silver, 2020

Just Eat, a food delivery service, encouraged ordering at a time relevant to consumers in the UK and Spain by introducing an AI model that used customer data to better predict when customers were more likely to want food.

Department for Environment, Food and Rural Affairs (DEFRA): Petfished

Case Study • DMA (UK), Bronze, 2020

DEFRA, the UK government Department for Environment, Food and Rural Affairs, increased awareness of the dangers of buying from low-welfare animal sellers in the UK by launching a hard-hitting mini-documentary.

Hello Alexa, is there any survey for me? VAI (voice assisted interview) as a way to stop chasing respondents

Research Paper • Ennio Armato, ESOMAR Conference papers, Insights Festival, 2020

Smart speaker brand Amazon Echo was used to explore if Voice Assisted Interview (VAI) could gain insights from panels and offer fresh ways to reach the digital consumer in the US.

World Animal Protection: Love is blind – Changing attitudes towards the global dolphin entertainment industry

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

World Animal Protection, a global charity for the prevention of animal suffering, used its research into visitors to dolphin venues worldwide to fuel its campaign to end the promotion of dolphin venues.

The brand strategy toolkit: The Kano Model

Article • Nick Liddell, WARC Exclusive, December 2020

Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.

Integration of product and personal motivation yields KPI lifts

Research Paper • Bill Harvey, Bill McKenna, Kasper Skou and Charles Cantu, ARF Experiential Learning, November 2020

Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.

Shell Helix / Pennzoil: Intent to purchase

Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Grand Prix and Data-Driven Insight Award, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Alcohol. Think Again: I Need You To Say No

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Alcohol. Think again, a public education programme, relaunched its campaign Parents, Young People and Alcohol to encourage more parents in Western Australia not to supply alcohol to their children under the age of 18.

Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

Research Paper • Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna, ESOMAR Conference papers, APAC, 2020

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

Are you ready to meet EVE? Using conversational AI to deliver consumer insights

Research Paper • Garreth Chandler and Tom Caley, ESOMAR Conference papers, APAC, 2020

This paper explores the benefits of using conversational AI to deliver consumer insights by presenting the development and application of the chatbot EVE (Evolved Verbatim Engine), which was designed to chat with people as part of, and instead of, a structured survey in Australia.

Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology

Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020

Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

Zillow Group: Best of Zillow

Case Study • ARF Ogilvy Awards (US), Silver, 2020

The Zillow Group, an online real estate company, increased brand awareness and boosted brand perception in the USA with its Best of Zillow campaign.

Ad Council: No one gets a diploma alone

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Ad Council, an American non-profit organization, convinced Latino adults without a diploma in the US to get their HSE qualification by launching a series of videos and out-of-home ads.

bubly sparkling water (PepsiCo): Bublé vs. bubly

Case Study • ARF Ogilvy Awards (US), Gold, 2020

bubly Sparkling Water, a carbonated water brand, expanded its presence within a fast-growing category and unleashed bubly's playful personality on the country's biggest stage with its Bublé vs. bubly campaign.

truth: Tested on Humans

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Truth, a campaign aiming to eliminate smoking and vaping among young people, drove negative sentiment towards JUUL, the leading vaping brand in the USA, with its campaign Tested on Humans.

Gatorade Zero: Keep Moving

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Gatorade, a sports-themed food and beverage brand, launched its Keep Moving campaign in the USA to promote its Gatorade Zero product launch to athletes over the age of 25.

SEC Network (ESPN): We Love it Here

Case Study • ARF Ogilvy Awards (US), Silver, 2020

ESPN, a sports channel, drove awareness of the scale of the offerings of its Southeastern Conference (SEC) Network in the USA by launching its campaign We Love It Here.

Courageous Conversation Global Foundation (CCGF): Not A Gun

Case Study • ARF Ogilvy Awards (US), Grand Ogilvy, 2020

Courageous Conversation Global Foundation (CCGF), a non-profit organization, highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.

Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.
What we know about survey and questionnaire design

Article • WARC Best Practice, May 2020

Current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.
What we know about gamification as a research method

Article • WARC Best Practice, September 2020

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.
Enhancing Brand Credibility Through Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise

Research Paper • Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Article • Drago Djourov, WARC Best Practice, May 2020

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.
Advertising and promotional effects on consumer service firm sales: Media ad spend and quality matter for driving restaurant sales

Research Paper • Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116

This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.