Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Europe saw a 35% rise in e-commerce app installs during the coronavirus pandemic – 12% higher than during the final-quarter holiday shopping season in 2019 – underlining the need for brands to establish a shopping app strategy.
Three-quarters of consumers across Asia-Pacific (75%) prefer brands that offer discounts and benefits to frontline health workers, while 73% stated they want brands to include information on how they are responding to COVID-19 and to communicate ...
E-commerce has grown under lockdown and media spending from FMCG companies such as Unilever is adjusting accordingly. The growth in online shopping is widely seen as an acceleration of a trend that was already firmly under way and few believe ...
What if your customers simply forgot they were previously loyal to your brand? What if they stopped purchasing your entire category? What if they had done so already? And what if, this was the competitive opportunity of a generation? There’s a commonly quoted figure, backed by solid research, that it takes 66 days to form a new habit or change behaviour.
KFC is by far the most frequently visited fast food restaurant chain in Vietnam, with 45% of respondents visiting its stores often, according to the survey by Ho Chi Minh City-based market research firm Q&Me. In second place is South ...
Content creators in Asia Pacific are proving immensely influential in purchase decisions made around children’s products, according to the latest 2020 Kids Digital Insights study by digital media company TotallyAwesome.
Brand loyalty has largely proved robust over the last decade in a trio of packaged-goods categories, according to the early results of a study being conducted by the Advertising Research Foundation (ARF), the industry body.
Christmas in the UK is the season that can make or break a retailer or brand’s year but is just one of the parts of life likely to be changed beyond recognition in 2020 – with the hobbies and practices taken up in lockdown front and centre, new ...
New research from Google and the Behavioural Architects seeks to understand the complexities of the purchase decision process at a time when e-commerce is erupting as a result of COVID-19 – here’s what you need to know.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage
A new Evidence series on key marketing questions
Category campaign data from recent case studies