This paper examines how an ethnography study in two countries (USA and UK) helped a top 10 global pharmaceutical company radically revise how it thought about a medical condition and how clinical trials could be conducted differently by better understanding the 'plight' of the patient with pain related to osteoarthritis (OA), and suggests means by which seriously insightful research can be produced, using real-life examples, though anonymised to avoid commercial confidence conflicts. Additionally the paper examines the use of 'experiential' tools, during the paper of results, to enhance the results 'message'.
This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new aspect of applied economics: use of high level research methods (experimental design of communications) to understand whether shareholders say they will sell, hold, buy stocks on the basis of corporate communications; and to identify the dynamics of unique communication interactions with specific companies.
This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey platform, but also with the means of recruiting highly vertical samples at specific locations such as at events and in retail channels.