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Phoenix and the power of garbage

Date of publication: November 18, 2010

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts

Company: Happy Thinking People

Authors: Paul Robert Thomas, Angela Giebner, Ayobamidele Gnädig

Abstract:

This presentation examines 'info trash' information from qualitative research which is dismissed as irrelevant to the objectives. Looking at serendipitous discoveries in medicine, and the theory of memetics, the presenters argue that info trash is of value, and can be a signifier for early signals of potential social changes and market trends. This is demonstrated with examples from different markets and categories, and using our own observations, relate how better market research can utilize valuable info trash.

Paul Robert Thomas

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Angela Giebner

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Ayobamidele Gnädig

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Thomas, Giebner and Gnädig (2010a, November 18). Phoenix and the power of garbage. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-power-of-emotions