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Beyond the obvious

Date of publication: May 7, 2007

Catalogue: Consumer Insights 2007

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Author: Luigi Toiati

Abstract:

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights & verbatims - has a much greater potential than its often shoddy and repetitive use which we take for granted. This potential derives from making verbatims 'come alive' using anthropological and ethno-logical observations, supported by audiovisuals and semiotic and linguistic analysis.

Luigi Toiati

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Toiati, L. (2007a, May 07). Beyond the obvious. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/media-research-beyond-the-gap