Championing the oblique approach to insight socialisation, this presentation explores how Northstar and Jaguar Land Rover use innovative methods to ensure that research is truly heard and remembered. It looks at the power of interpretative visualisation - that goes beyond photos, stock images and Prezi - to provoke and inspire. It introduces the idea of creating a 'brand' for your research project that cuts through the corporate wallpaper. And it demonstrates how giving the research a wider corporate value, and targeting a broader audience who aren't the direct stakeholders, can create advocates from within.
Championing the oblique approach to insight socialisation, this presentation explores how Northstar and Jaguar Land Rover use innovative methods to ensure that research is truly heard and remembered. It looks at the power of interpretative visualisation - that goes beyond photos, stock images and Prezi - to provoke and inspire. It introduces the idea of creating a 'brand' for your research project that cuts through the corporate wallpaper. And it demonstrates how giving the research a wider corporate value, and targeting a broader audience who aren't the direct stakeholders, can create advocates from within.
The dawning of new ideas is the basis of creativity and a fundamental source of fulfilment. There are many ways in which we can facilitate it - first by emptying our mental space of old thought patterns, and second by directly eliciting our capacity to elicit the new, through deep thinking, the use of analogy, and aesthetic intelligence.
Our research studies over the years on the impact of change on loyal consumers show that they are excessively sensitive to change, But what is interesting is the fact that, parallel to the drive for stability, there is a drive for change. We call this contrary set of drivers the Change-Costancy conflict and respond to change. The intent in this paper is to get the heart of this conflict and understand how it impacts the loyal consumers' choice and behaviour.
Speech from Marcello Sasso, ESOMAR Representative for Italy.
These are uncertain times for qualitative research. The old paradigm of mediated, researcher-led insight is being challenged by new models of engagement that enable brands to interact directly with their consumers. But how far does this shift in approach go? Is qualitative research facing a revolution or are we involved in the ongoing process of adapting to a changing technological and consumer landscape?