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Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

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.

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 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.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Inside out: Social media influencers in rare and invisible conditions

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

Healthcare Research Worldwide (HRW), a research company specialising in healthcare, conducted a pilot study for a new method of understanding the digital behaviour of influencers with rare and invisible medical conditions.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

What we know about ethnography and observation

Article • WARC Best Practice, December 2020

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

STOP THE TRAFFIK: Research for digital disruption of human trafficking

Research Paper • MRS Awards Papers, Liz Nelson Grand Prix for Social Impact, 2020

STOP THE TRAFFIK (STT), a coalition campaign aiming to end human trafficking, uncovered insights about the ways in which Lithuanians can be exploited as they move to the UK and launched a campaign to raise awareness of human trafficking.

Guys and St Thomas’ Charity: Lived experience of air pollution

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2020

Guy's and St Thomas' Charity (GSTC), an urban health foundation, investigated how poor air quality affects residents of Lambeth and Southwark in London, UK.

McDonald’s: Finding the magic in overnight

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

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

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

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Transport for NSW: How to keep people moving and physically distanced

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

Transport for NSW (TfNSW), a government agency, conducted behavioural research to unlock behaviour insights to reduce crowding and delays.

The FA: Understanding England Football Away Fans

Research Paper • MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020

The FA, the governing body of association football in England, increased positive sentiment by launching a three-stage ethnographic observation study to prove that England’s away fan culture was largely misrepresented in the media.

How Discovery Inc. powers people’s passions

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

Discovery, a mass media company, conducted research into the role that passions play in people's lives in Europe, LATAM and the USA and investigated how the media can influence these passions.

Independent Age: Lived experience of older age amongst marginalised sub-groups

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

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

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

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

The Guest Club: Driving customer-centred decision-making at Whitbread

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.

Toward auto-netnography in consumer studies

Research Paper • Philip H Coombes and Scott Jones, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 658-665

The purpose of this article is to offer an argument for a wider acceptance and adoption of online auto-ethnography—or auto-netnography as an alternative social media research method to online ethnography—or netnography—when undertaking consumer research.

Hispanics across the Americas: Evolution of Hispanic culture in the US and the global impact of Latin America today

Research Paper • Roberto Ruiz and Rachel Bonsignore, ESOMAR Conference papers, Latin America, 2020

GfK Consumer Life, a consumer trend study, and Univision Communications, an American media company, launched a study into shifts in the mindsets of Hispanic consumers in the US and Latin America.

Across the rainbow: A qualitative dive into Mexico’s LGBTQ communities

Research Paper • David R. Morse, Gerardo Gallart and Susanna Fránek, ESOMAR Conference papers, Latin America, 2020

Investigates the paradigm shift regarding LGBTQ people in Mexico over the past two decades and how this is perceived by the LGBTQ community.

How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
Relative relevance: How brands can re-connect as consumers adapt to a post-COVID world

Article • Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020

There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.
What we know about online communities

Article • WARC Best Practice, April 2020

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
What we know about qualitative theories & methods

Article • WARC Best Practice, May 2020

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.
Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR, APAC, 2020, pp. 0-0

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.