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Research papers

Together we build the future

The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Niels Schillewaert, Jo Caudron, Tom De Ruyck
Company: InSites Consulting
November 20, 2008
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Citation

Schillewaert, Caudron and De Ruyck (2008a, November 20). Together we build the future. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/together-we-build-the-future


Research papers

The future is hybrid

This paper will show how qualitative creative development expertise can be cross bred with online research to create a powerful new hybrid technique. Broadband means we can now do many of the classic qualitative ranking and projective techniques...

Catalogue: Qualitative 2008: Consumer Choice
Author: Chris Forrest
November 20, 2008
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Citation

Forrest, C. (2008a, November 20). The future is hybrid. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/the-future-is-hybrid


Research papers

Bag stories

Greet, Wendy and Ute shamelessly talked with women about the content of their bag. So did their partners around the world, from Shanghai to Stockholm. Bags from 15 countries will tell the stories of their owners. Female insights based on one of the...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Ute Rademacher, Wendy Hesseling, Greet Sterenberg
Company: Colibri Research
November 20, 2008
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Citation

Rademacher, Hesseling and Sterenberg (2008a, November 20). Bag stories. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/bag-stories


Research papers

The role of helpers in advertising

The presentation will analyse the role of the so-called Helpers in advertising, drawing inspiration from both French semiotics and the American theories on screenwriting: originally combined in an innovative method. In movies, the Helpers are very...

Catalogue: Qualitative 2008: Consumer Choice
Author: Joseph Sassoon
Company: Alphabet Sas
November 20, 2008
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Citation

Sassoon, J. (2008a, November 20). The role of helpers in advertising. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/the-role-of-helpers-in-advertising


Research papers

Intimate and intimidating

Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Sebastian Buggert, Kirsten Juchem, Jens Lönneker
Company: Rheingold GmbH & Co. KG
November 20, 2008
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Citation

Buggert, Juchem and Lönneker (2008a, November 20). Intimate and intimidating. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/intimate-and-intimidating


Research papers

New cultures emerge where old cultures meet

During this summer's UEFA Euro 2008, some football fans were interviewed after Turkey lost a semi-final match against Germany. They were Germans of Turkish origin and could hardly contain their anger against Germany at Turkey losing understandably,...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Müge Balta, Sven Arn
Company: Happy Thinking People
November 20, 2008
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Citation

Balta and Arn (2008a, November 20). New cultures emerge where old cultures meet. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/new-cultures-emerge-where-old-cultures-meet


Research papers

Anticipation marketing

When the Apple Store opened in Sydney recently, eager patrons queued in the cold to be among the first to claim this iconic brand experience. When Grand Theft Auto 4 was launched, Ebay demand was already at a record high before the first products...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Ellen Baron, Paul Merrell, Kristin Hickey
Company: Ruby Cha Cha
November 20, 2008
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Citation

Baron, Merrell and Hickey (2008a, November 20). Anticipation marketing. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/anticipation-marketing


Research papers

Do we need pragmatic polymaths to boost the qualitative research industry?

The qualitative research environment is rapidly changing. With a focus on foresight and innovation, marketers are realizing the importance of qualitative research and demanding more creative and actionable insights. Further, a wider range of...

Catalogue: Qualitative 2008: Consumer Choice
Author: Vivek Banerji
Company: McKinsey & Company
November 20, 2008
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Citation

Banerji, V. (2008a, November 20). Do we need pragmatic polymaths to boost the qualitative research industry?. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/do-we-need-pragmatic-polymaths-to-boost-the-qualitative-research-industry-


Research papers

Getting intimate with our world

As researchers, we add the most value when we combine our research findings with our overall knowledge and experience. It is therefore incumbent upon us to increase what we know, by actively observing and analyzing things both large and small. This...

Catalogue: Qualitative 2008: Consumer Choice
Author: Keren Solomon
November 20, 2008
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Citation

Solomon, K. (2008a, November 20). Getting intimate with our world. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/getting-intimate-with-our-world