Finding Useful Evidence in WARC
By Fiona van Iersel
Minerva Empowerment
Research in Marketing
26 November 2024

WARC offers campaign and marketing cases that can help connect a business question with examples from other sectors. The challenge is finding a case that illuminates the problem rather than merely sharing a keyword.

I explored the Partanna case because its sustainability objectives overlapped with the questions I was considering for EeStairs. It offered a way to think about how a technical construction proposition can become meaningful to its audience.

Finding something relevant took more work than I expected. I tried several ways of wording the search before useful material appeared. The quality of the search question matters as much as access to the database.