Quantitative research

1,463 results found

Sort by

How the pandemic is changing the effect of touchpoints

News • 20 October 2020

New research, published exclusively by WARC, charts the shifting impact of touchpoints as a result of the pandemic: a sign of evolving consumer behaviours.

Cotswold Co.: A leap beyond optimisation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Cotswold Co, a furniture company, launched a TV campaign in the UK that promoted a new line of furniture which showed its products last longer than that of competitors.

NHS England: We are the NHS

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Central Coast: Building a big billion dollar tourism brand through 'Little Adventures'

Case Study • IPA (UK), Silver and Best International, IPA Effectiveness Awards, 2020

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Libresse: A messy business

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Results & a half: How generosity paid off for Cadbury

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

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 organisation, highlighted the implicit racial biases among police officers in the US by launching a series of creatives 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.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Bronze, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Gold, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Silver, 2020

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

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.

What we know about opinion polling, political research

Article • WARC Best Practice, September 2020

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Fujifilm Instax: What between us is real

Case Study • Howard Tan, WARC Prize for Asian Strategy, Entrant, 2020

Multinational corporation Fujifilm ran a social media campaign to boost sales and awareness of its Instax instant cameras and film by positioning physical photos as an authentic alternative to fleeting digital snapshots in China.

How long do respondents think online surveys should be? New evidence from two online panels in Germany

Research Paper • Melanie Revilla and Jan Karem Höhne, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 538-545

In recent years, the number of surveys, especially online surveys, has increased dramatically. Due to the absence of interviewers in this survey mode (who can motivate the respondents to continue answering), some researchers and practitioners argue that online surveys should not be longer than 20 min.

Advertisers should use both rational and emotional appeals

News • 20 August 2020

Advertisers should consider employing “both rational and emotional appeals” in campaigns rather than using arbitrary divisions between these messages, according to a study in the Journal of Advertising Research (JAR).

Durex Naturals: Making reclaimed sexual pleasure a better customer experience

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Durex, a condom brand, promoted its new Durex Naturals lube among young women in the UK by launching a mixed-media campaign that encouraged them to reclaim their sexual pleasure.

#Drymester: Make every trimester #drymester

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Greater Manchester Health and Social Care Partnership, a non-profit organisation, increased awareness of the dangers of Foetal Alcohol Spectrum Disorder (FASD) in the UK and provided factual information via a digital content campaign.

Transport for London: How the first 20 years have prepared us for the next 20

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Transport for London (TfL), helped transform the experience of transport across London over the past 20 years with a series of initiatives to help the environment and increase affordability.

Gordon's Gin: Legacy brand turned challenger

Case Study • Marketing Society, The Brave Awards, Winner, Brand Revitalisation, 2020

Gordon's, a gin brand, redesigned its bottles and launched a set of standout creatives and films to increase brand value in the UK.

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.
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.
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.
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.
Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

Research Paper • Antje Cockrill and Isobel Parsonage, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 401-413

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.