The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples' lives. What can we learn from this to increase our impact and relevance as qualitative researchers?
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.
We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, there is a difference between how 'rich' people are, measured on absolute scales, and how 'rich' they perceive themselves to be. Often behaviour is based on the individual's perception of his affluence level rather than his actual level of affluence. This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence - which can make slumdogs feel like millionaires.
In research we base much of our analysis on consumer articulations but do not pay adequate attention to their silences and what they leave unsaid. Especially in eastern cultures where language is layered and subtle, silence is often used to convey opinions and feelings and cannot be ignored in our analysis. This paper examines "silence" and the unarticulations as essential parts of consumer feedback and looks at ways in which these can be classified and interpreted for more enriched qualitative research analysis.
The internet, especially the social networking site - is emerging as a significant channel for the youth to communicate with each other and express themselves. This paper examines the setting up and administration of an online qualitative youth panel as a methodology for deeper insight into the minds of Indian youth. This panel of young respondents would act as co-researchers in this process, making use of 'reporting' techniques both offline and online. By weaving online with offline, the desire was to mirror the manner in which youth choose to connect and communicate in real life, thereby taking us deeper into their minds and lives than adults would normally be allowed. Once the panel is successfully established, the online component would be invaluable for a number of real-time inputs that marketers need. For instance, take the case of a new commercial on air- we could get responses to it the next day through a quick 'question of the day' on the site. This is in addition to obtaining deep insights into the lives and minds of youth today. Finally, this methodology provides the ideal situation 'triangulation' of information: the researcher and the research process itself informed by respondents on one side, and experts on the other.