This presentation examines 'info trash' information from qualitative research which is dismissed as irrelevant to the objectives. Looking at serendipitous discoveries in medicine, and the theory of memetics, the presenters argue that info trash is of value, and can be a signifier for early signals of potential social changes and market trends. This is demonstrated with examples from different markets and categories, and using our own observations, relate how better market research can utilize valuable info trash.
The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch the hearts of the Indian consumer. Our research approach combines anthropology, storytelling, neuro-scientific theory and the Language and Behaviour Profile to explore cultural imprints. We are going to show how to communicate to a wide audience with profound cultural, linguistic and social differences in a constructive way. This will inform how brands can operate in an incredibly diverse arena, without alienating or oppressing the differences within it.
The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ignored. The 'Performing Consumer' increasingly contradicts the idea of the stereotypes and cliche of classic segmentation models. We need to closely look at the actors and also the stage and theatre, to carefully watch and interpret the play, the staging, the objects and symbols (products and brands) and how these influence the plot and how the actors interact with them.
This paper provocatively questions the 'depth ethos' so often determining today's qualitative research. The psychological primacy in qualitative research can be a barrier to generating inspiring and valuable insights by disregarding consumer reality as superficial and 'untrue'. The authors advocate an approach that generates insights via a thorough understanding and interpretation of the supposed 'obvious', combining the perspectives of ethnography, cultural analysis and linguistic learnings as a starting point for contemporary qualitative research. While not claiming the death of psychology-oriented research, the authors stress other valuable approaches outside the principle of 'going deeper'.