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What we know about consumer decision making
Article • WARC Best Practice, October 2019
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
What we know about behavioural economics
Article • WARC Best Practice, September 2019
This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.
What we know about gamification as a research method
Article • WARC Best Practice, May 2019
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.
How to use behavioural science to build new habits
Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017
This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
How P&G blends traditional insight strategy with new technologies
Article • Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020
Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.
How to design healthcare apps that improve peoples' lives, by thinking differently
Article • Ross Taylor, Admap, January 2020
Identifies core attributes for increasing healthcare app success by focusing apps on behaviour changes in patients.
10 online travel booking trends in China, Indonesia and Japan
Article • Low Lai Chow, Event Reports, Web in Travel (WiT), October 2019
A summary of research by Phocuswright and Sojern into the role of mobile and social media on travel booking behaviour.
Tmall's Singles' Day game marks 'retailtainment' trend
News • 11 December 2019
This year's Singles Day from Alibaba-owned Tmall featured a game that increased the platform's stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
New frontiers of behavioural science: The holistic impacts of nudging
Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, December, 2019
Looks at the unintended consequences of behavioural science and identifies a series of wider-reaching holistic effects from nudging and steering behaviour which can have a significant impact on the overall outcome of a nudge or intervention.
Dispelling the myths of pollution to help people protect themselves
Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019
Reckitt Benckiser, a consumer goods company, investigated the reasons for disappointing face mask sales and how it could empower consumers to take responsibility for their health in India.
The Brand Benefits Study
Case Study • MRS Awards, Finalist, MRS Award for Media Research, 2019
Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.
Public Health England's Be Clear on Cancer Campaign
Case Study • MRS Awards, Winner, MRS Award for Public Policy/Social Research, 2019
Public Health England (PHE), the government agency, was able to uncover fresh insights in the UK that can be applied to any cancer charity or organisation.
Incite: Changing how we gather insight to understand the true drivers of decision-making
Case Study • MRS Awards, Finalist, MRS Award for Healthcare Research, 2019
Measuring decision-making solely based on explicit feedback is no longer effective market research and brands must change how they gather insight to understand the true drivers of decision-making.
All's fair in love, war and shopping! Why the Tmall Singles' Day game has no clear winner
Article • Eva Qin, WARC Exclusive, November 2019
With Alibaba's Tmall recently launching its 2.0 flagship store upgrade plan and moving towards a CRM system that increases the stickiness of its members, gaming on Tmall won't die anytime soon.
How Aldi made saving feel amazing
Case Study • Case Studies on WARC, 2019
Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.
Children's Panadol: First Timers
Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019
Children's Panadol created a custom algorithm to drive sales and deliver outstanding results in Australia.
Tourism Central Coast: From Couch to Coast
Case Study • Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019
Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.
Hellmann's: Real Food Rescue
Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2019
Food brand Hellmann's launched a multi-media mission to defend market share while spreading awareness of how much food is wasted in Canada.
Mastercard: Not Only Tuesday
Case Study • IPG Mediabrands, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Financial services brand Mastercard created a gastronomy-based promotion to increase transactions and raise awareness of its offer in Colombia.
Morinaga Milk: Calci-Add with Parmesan
Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
How sensorial marketing drives in-store sales
Article • Lona Meza, Event Reports, Brainy Bar 9, October 2019
Looks at neuro-research into how sensorial marketing can impact in-store sales.
Brainy Bar 9: Spotlighting women in neuroscience
Opinion • Lona Meza, November 2019
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
Digging into the endowment effect
News • 11 November 2019
The "endowment effect" – where someone who owns a good will value it more than someone who does not – has generally been put down to loss aversion, but new research suggests that there may be other explanations at play.
P/S: The Adventure with King Leo and Friends
Case Study • MMA Smarties, Gold, X (Global), 2019
P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.
P/S: Brushing is Playing
Case Study • MMA Smarties, Silver, X (Global), 2019
P/S, a toothpaste brand, launched a partnership with a child-safe social media platform to deliver content that effectively educated Vietnamese children about brushing their teeth and increased brand awareness.
Article • 29 October 2019
The high value of low attention
Article • Professor Karen Nelson-Field and Kellen Ewens
Advertisers can achieve consumer behavioural outcomes even when video viewers are not in a state of high attention, a new study has revealed.
How Amazon, Netflix and Google use behavioural science to simplify the user experience
Article • Richard Chataway
Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.
How to build a brand by doing, not theorising
Article • Gordon Euchler, Ton Hollander and Christian von Thaden
Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.
How to analyze the omnichannel consumer decision journey
Article • Alex Zhu
Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Strategy Toolkit: Theories of Consumer Behaviour
Article • 02 February 2015
This article discusses various approaches used by marketers to understand what consumers want.
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