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Research papers
The real why and the hidden who
p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; min-height: 14.0px}A look at how Ogilvy is better leveraging behavioral science & cognitive segmentation...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Jon Puleston, Christopher Graves
Companies: Ogilvy, Kantar
September 8, 2019
Research papers
The good old qual comes to rescue your digital spend!
This research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the...
Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Arfa Syed, Tooba Kamil
Company: Kantar
November 11, 2018
Research papers
Learning- Every damn day
IKIGAI - the reason for being. How research techniques can uncover this for your business and personal brands. Join me to hear the way to apply simple research techniques to start the road to IKIGAI.
Catalogue: Congress 2018
Author: Vanessa Oshima
Company: Starbucks Corporation
September 23, 2018
Research papers
Mind games
This paper is aimed to showing ways to enrich and refine our research approaches based on these findings. In addition, a way to actually measure the differences between 'real behaviour' and 'cognitive answer' is examined as well as a way to measure...
Catalogue: Qualitative 2009: The Evolving Human
Authors: Michael Wittenberg, Hans-Bert Matoul, Stefan Hagl
Company: Happy Thinking People
November 23, 2009
Research papers
Cross cultural qualitative research
There is a good deal of misunderstanding about how qualitative researchers work with participants and how participants react in qualitative studies in Asian countries and especially in Japan. In fact, when we do cross-cultural qualitative research in...
Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Kazuko Ohye
January 1, 1998
Research papers
A consumer-oriented approach to the marketing of food products
There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more...
Catalogue: Seminar 1996: European Agri-Business Under Pressure
Authors: Anke Audenaert, Jan-Benedict Steenkamp
February 1, 1996
Research papers
Typology versus segmentation
Recently psychographic characteristics have become en vogue to typify and to describe groups of people. How fruitful are these psychographic variables, these personal values and value-systems to describe people and to explain behavioural differences...
Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Authors: Theo M. M. Verhallen, Anthonie G. L. V. van Onzenoort, John Barzilay
Company: Unilever
June 15, 1989
Research papers
Getting the basics right
The first part of the paper puts the case for undertaking qualitative research within a comprehensive model of consumer dynamics that cover the basics of product and brand use and choice. It discusses the role of qualitative research in going beyond...
Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Peter Sampson
Company: Burke, Inc.
June 15, 1986
Research papers
