Advertising best practice, evidence and insights

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 Twinings infused a new kids’ drink with real-life needs and parents’ expertise: New consumer insights delivering commercial success and health benefits for kids

Case Study • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

Twinings, a tea brand, created an agile and innovative research project that delivered one of the most successful new drinks concepts ever tested – while ultimately aiming to make children healthier in the UK.

Happn: Happn's Crush On Brazil

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Happn, a dating app, increased use of its app in Brazil by launching 12 unique activations that differentiated it from the competition, including involvement with International Women's Day and a partnership with Nike.

PepsiCo: Tu voz, Tu sabor (Your Voice, Your Beat)

Case Study • ARF Ogilvy Awards, Bronze, 2019

Pepsi, the carbonated-drink brand, focused its campaign around the Latin Grammy awards to penetrate the Hispanic segment in the US.

McDonald's: The 'FABRIC' of Local Breakfast

Case Study • ARF Ogilvy Awards, Gold, 2019

McDonald’s, the fast food chain, effectively acquired actionable insights from four different regions in the US to increase sales of its breakfast items.

How an app transformed Brother’s office research

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

The office environment is changing and B2B research methodology has had to adapt accordingly, as simple site visits are no longer enough.

Conversational research: Will chatbots make research more human?

Research Paper • Annelies Verhaeghe, Alina Stanci, Patricia Van der Hart, Nick Pearson and Carine Guillou, ESOMAR, Congress, 2019

Looks at whether chatbots make research more human through a study by Nomad Foods, a frozen food company, which compared consumer responses to a product performance survey with a chatbot survey.

Using technology to drive commercial opportunities at F1 races

Research Paper • Matthew Roberts, ESOMAR, Congress, 2019

Formula 1's new global research team worked with spacial intelligence company Meshh to deliver insights into spectator behaviour around race circuits, with a view to maximising commercial revenue and spectator engagement at F1 events.

How a Truth Set Can Power Data Accuracy Verification

Research Paper • Maria Domoslawska and Jake Moskowitz, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Emodo, the software company, conducted research to determine if a simple, cost-effective method could be developed to assess data quality.

Selfies, chatbots, and the state of mobile banking

Article • Rebecca Koppie and Greg Flemming, Admap, August 2019

Looks at the state of mobile banking and how consumers use it across the US.

Gemius: #TrueSingleSource

Research Paper • IAB Europe Research Awards, Winner, Audience Measurement, 2019

Gemius SA, a media company, launched two products that allows marketers in Poland to gain in depth analysis on tagged and non-tagged campaigns.

Forum: Do millennials differ in terms of survey participation?

Research Paper • Oriol J. Bosch, Melanie Revilla and Ezequiel Paura, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 359-365

Millennials have been the focus of quite some research because of their differences with older cohorts.

Location ads reach nearly all mobile Americans

News • 24 May 2019

Brands that have allocated budgets to location-marketing are likely to be encouraged by findings from a new survey of US consumers, which suggests they are mostly comfortable with the experience despite some privacy concerns.

Mobile ads must work in under a second

News • 21 May 2019

Advertisers have less than half a second to make an impact among consumers on mobile, according to a study conducted by the Mobile Marketing Association (MMA).

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.

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.

Ten things RPA knows about Gen-Z

News • 23 April 2019

For all the time spent trying to understand stable truths about Generation Z, a new report suggests that a shifting identity is fundamental to understanding the cohort.

Looking inside the Digi-Qual Toolbox: Tips and tricks to leverage the digital qualitative revolution

Research Paper • Garnette Weber, Cláudia Mota and Dalila Antonacachi, ESOMAR, Latin America, 2019

There are many options available for time-pressured people looking to adopt or expand their use of digital qualitative research and automation of processes in Latin America.

Mobile Trend: A panel that enables fundamental decision-making based on a consumer centric approach

Research Paper • Edmar Bulla and Enric Cid, ESOMAR, Latin America, 2019

Croma Solutions, a security solutions brand, performed a quantitative survey featuring an online tracker to collect data on smartphone usage and carriers in Brazil.

Identity shifters: A Gen Z exploration

Article • Research on WARC, April 2019

Details research carried out by advertising agency RPA that reflects the thoughts of more than 1,090 Gen Z researchers and research participants.

Where Do Surveys Fit into the Modern Marketing Ecosystem?

Article • Kyle Findlay, WPP Atticus Awards, Merit, 2018

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

How Bluetooth can unlock the mystery of outdoor reach

News • 18 January 2019

Bluetooth, the technology that uses wireless connectivity to exchange data across short distances, could be a powerful solution for measuring outdoor ads, according to a paper published in the Journal of Advertising Research (JAR).

Enhancing mobile data with understanding of bias and error

Research Paper • Hugh Neffendorf, Chris Wroe, and Aled Davies, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 635-639

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

Measuring audience reach of outdoor advertisements: Using Bluetooth technology to validate measurement

Research Paper • Bill Page, Zachary Anesbury, Sophia Moshakis and Alicia Grasby, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 456-463

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Christmas LIVE – Aldi shoppers’ journey to Christmas

Research Paper • MRS Awards, Winner, MRS Award for Applications of Research, 2018

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Online & mobile research