Resources Library by ANA

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Alan Swindells, Alan Branthwaite

Company: KANTAR TNS Malaysia

December 1, 1995

Opening up the black box

The paper argues that, while we have refined the moderation of qualitative interviews, for reasons that are sometimes as much political as practical, we have neglected the study of the interpretation of qualitative data, consigning it to an...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Virginia Valentine

December 1, 1995

Understanding subjectivity beyond individuality

In this paper we propose to consider the approach to the subjectivity of consumers on the assumption that there is now a TRUE consumption culture which inspires their behaviour and ideology, strongly influencing the perception of products and brands....

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Laura Cantoni, Luigi Ferrari, Laura Frontori

December 1, 1995

Beyond demographics

The South African market research industry has been strongly influenced by its segregationist past, and Qualitative research is no exception. Political and geographical isolation of the country, and of the research industry, has resulted in little...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Christiane von Ulmenstein

December 1, 1995

Who is in bed with Madonna?

Conventional research methods tend to lack efficiency as they do not take into consideration the specific quality of moving images: their sequentiality, and the resulting sequence of perception. Therefore it seems futile to further develop aspects of...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Michael Altrogge, Eva Schabedoth

December 1, 1995

Inspiring details

This paper starts with a discussion of the overlapping domains of anthropological study and market research, pointing out the fundamental role culture plays in shaping brands. It then explores the uses of anthropological theory and ethnographic...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Rita Denny

Company: The B/R/S Group, Inc.

December 1, 1995

Qualitative marketing research

For quite some time now, marketing researchers found themselves at a distance from the TRUE decision making level of marketing contexts. Now, as the marketing environment becomes increasingly complex, it is evident that the role of the marketing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Author: Marianne de Souza

Company: MSM

December 1, 1995

A pioneer media survey

This paper demonstrates how qualitative research and new consumer theory led to a pioneer media survey of screen advertising in Danish cinemas. The mission of qualitative research was in this case to identify and explain changes in consumer...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Poul Mailer, Christian Alsted

December 1, 1995

Hallo, this is qualitative research speaking!

We live in a context made of a hundred parallel societies and we see a variety of behaviour and consumption patterns. Above all, we know they are rooted in a complex process that involves not only the emotional level, but also the rational, cultural...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope

Authors: Carlo Santucci, Susanna Cesarini

Company: RQ Ricerche Qualitative

December 1, 1995