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Research papers
Bridging the gap
A new insight framework based on four distinctive but overlapping types of insight: 'discovery' insights, 'predictive' insights, 'explanatory' insights and 'transformational' insights is explored in this presentation. Qual and quant techniques can...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: David G. Bakken
November 13, 2011
Case studies
From co-creation to co-deployment: A case study on consumer segmentation
The collaboration of a multi-functional team, enabling marketers to connect with their key consumers in order to understand the role the NESTEA brand plays in consumer lives, is celebrated in this paper. Via applied ethnographic techniques, it was...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Murat Demiral, Wendy Mitchell
Company: RDSi
November 13, 2011
Research papers
Culture: Insight's third space
In global research, the notion of 'culture' often extends no further than 'understanding the quirks of a local market'. Yet it can be an inspiring and effective tool for developing brand strategy and innovation, especially when combined with more...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Andy Dexter, Leanne Tomasevic, Julie Curphey
Company: Truth
November 13, 2011
Research papers
From the blog to the record shop
This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Jamie Allsopp, Hanna Chalmers
Companies: Universal Music Group , Sparkler
November 13, 2011
Research papers
Outside in
Anyone looking to deploy their consumer insight and marketing campaigns internally can learn from well-established principles of consumer brand-building and marcomms. Using creative examples from their global insight and marketing best practice...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Jo Lowndes, Teresa Kalyan, John Robson
Company: Sparkler
November 13, 2011
Research papers
Smells like teen spirit
For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today similar to his Western...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Madhumita Chakraborty
Company: PepsiCo
November 13, 2011
Research papers
