Quantitative research

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Case Study • SABRE Awards, EMEA, Gold, 2021

Felix, a food brand, built The Climate Store, a public activation in Sweden to educate consumers on the environmental cost of the food they eat.

Essity: The Magic Triangle

Case Study • SABRE Awards, EMEA, Gold, 2021

Essity, a health and hygiene company, and its femcare brand Nuvenia, aimed to break down the barriers in Italy surrounding female intimacy.

Auto Trader: Eau de New Car

Case Study • SABRE Awards, EMEA, Gold, 2021

Autotrader, a digital marketplace for new and used cars, released a limited-edition perfume, Eau de New Car, to position itself as a marketplace for new cars in the UK.

Department for Environment, Food and Rural Affairs: Petfished

Case Study • SABRE Awards, EMEA, Gold, 2021

The Department for Environment, Food and Rural Affairs, a government department, encouraged prospective pet buyers to research the seller and be aware of animal mistreatment with its Petfished campaign.

E.ON: Change The Weather

Case Study • SABRE Awards, EMEA, Gold, 2021

E.ON, an energy provider, convinced 18 media outlets to change the way they display their weather forecasts with its Change the Weather campaign in the UK.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Flybondi: Fly with us

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Flybondi, a low-cost airline, raised brand awareness in Argentina by appealing to lawmakers to fly with them to save public spending.

John Lewis/Waitrose & Partners: The boy and the piano

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

John Lewis, a department store, delivered one of the brand's most successful launches with its Christmas ad based on the real-life story of Elton John in the UK.

Black & Abroad: Go Back to Africa

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2021

Black and Abroad, a travel company, turned the racial slur 'Go back to Africa' into an uplifting call to action with its campaign Go Back to Africa.

Lenovo: Equality Spell Check

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Lenovo, a technology company, launched a campaign across MENA countries to raise awareness about the different meanings that workplace words have for women compared to men.

Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

Maxis Business: #Kitasapotkita / WeSupportEachOther business edition

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Communications service provider Maxis broadened its appeal to SMEs in Malaysia by creating a dedicated online platform and repurposing its sales team to help them during Covid-19.

Kitchenaid: A Woman's Place – Fighting for equal possibilities in the kitchen

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Home appliance brand KitchenAid grew awareness and consideration in the US with a Hulu documentary and mentorship programme aimed at addressing the lack of women in professional culinary roles.

Spark: Play

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, and Best Use of Tech Award, 2021

Spark, the telco, used machine learning and an app to gamify healthy physical activity for children and combat concerning screen time in New Zealand.

Premier: Paint without the pain

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian paint brand Premier targeted millennials with a multi-channel challenger campaign to grow market share, sales and awareness.

Campbell's: Dinner Insurance

Case Study • WARC Awards for Effectiveness, Bronze, Customer Experience, 2021

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Finish: Skip the rinse

Case Study • WARC Awards for Effectiveness, Grand Prix, Brand Purpose, 2021

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards for Effectiveness, Grand Prix, Instant Impact, 2021

Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.

What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

Research Paper • Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

Processing fluency scale development for consumer research

Research Paper • Alena Kostyk, James M. Leonhardt, and Mihai Niculescu, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 353-367

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research.

Are self-description scales better than agree/disagree scales?

Research Paper • Jerry Timbrook, Jolene D Smyth, and Kristen Olson, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 201-215

Questions using agree/disagree (A/D) scales are ubiquitous in survey research because they save time and space on questionnaires through display in grids, but they have also been criticized for being prone to acquiescent reports.

Cognitive load reduction strategies in questionnaire design

Research Paper • Kylie Brosnan, Bettina Grün, and Sara Dolnicar, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 125-133

Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires.

Michaels: Mobilizing Michaels To Deliver For Its Makers

Case Study • SABRE Awards, Gold, North America, 2021

Michaels, an arts and crafts company, supported its US customers in their arts endeavours during the COVID-19 lockdown, despite its stores being closed.

National Education Association: Educators for Joe

Case Study • SABRE Awards, Diamond, North America, 2021

The National Education Association (NEA), a labour union, launched a digital campaign to educate its members about the benefits of a Biden presidency in the US for the NEA.

Penn State: Mask Up or Pack Up – Penn State's Response to the COVID-19 Pandemic

Case Study • SABRE Awards, Gold, North America, 2021

Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.

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 2021

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.
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.
#ShowUs for Dove

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2019

Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected 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.