This study showcases how combining methods to form a 360° approach can provide mind-blowing insights and lead the field of qualitative research into new directions. In this whitepaper, we share why we embarked on this research, what we did, how we went about it and what we have learned during this journey. We'll share some of the key insights from the study and shed light on some of the bumps and hurdles we encountered along the way.
How a bold approach to traditional qualitative research launched an entirely new target group and encouraged fellow researchers to rethink what qual can do.
In this paper we deep dive into this continuous research cycle and its methodology using a specific target group as an example: The Tumblr-Generation. This young creative vanguard is arguably the most influential target group at the moment. Our paper sheds light on just how influential they are. We will illustrate how the discourse, the tone of voice and the general way of ongoing about things amongst this group can serve as a major source of inspiration with regard to gathering insights and reinventing qualitative research.
Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control their own life and their social orientation. Each segment has specific needs in the area of brand and product usage, specific desires with regard to products, and specific preferences for brands.In addition, communication for senior citizens must conform with specific do's and don'ts to be appealing to the target group.
Qualitative research has at its essence the search for a consumer truth, an insight into behaviour or attitude that will guide the marketer to a product positioning distinctive and relevant enough to cut through the data smog and advertising clutter of the contemporary marketplace. As companies require more and more insights from qualitative research, it is incumbent on leading edge researchers to find ways of pushing back the frontiers of knowledge about the consumer, and his/her behaviour. Sometimes we can allow ourselves to imagine that the sanitised world of qualitative research is real life. We believe that the 21st century qualitative researcher, therefore, needs to be able to get closer to the consumer, to smell him or her, to get under his or her skin and to talk the same language. This paper examines different ways of taking a more holistic view. Let us examine some of the alternative and supplementary methods available to us.