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Research papers
New visions
Luxottica used research to help them to understand the barriers behind the resistance and what actions could overcome them. China, India and Brazil were identified as key countries that would help understand barriers and identify actions. The overall...
Catalogue: Congress 2016: #WOW
Authors: Simona Sbarbaro, Giuseppe Tonolini
September 22, 2016
Research papers
The scope method
To whom do brands belong nowadays? Without a doubt, organizations have legal rights over brands, but the stewardship of the brand's destiny does not depend exclusively on the organization's will any longer: consumers and non-consumers - ultimately,...
Catalogue: Latin America 2015: Carnival of Insights
Authors: Camila Holpert, Claudia Furniel
June 15, 2015
Research papers
Goodbye Big Data, hello big stories
For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...
Catalogue: Global Qualitative 2014: Research Renaissance
Author: Martin Lee
Company: Acacia Avenue
November 18, 2014
Research papers
The value of "yes and" for market research
Businesses are increasingly using design thinking as their innovation platform. Theatré based improv consists of short scenes usually constructed from a predetermined game, structure, or idea. Improv or improvisation skills and principles can...
Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Author: Lee Ryan
April 17, 2012
Research papers
Spinning a yarn
This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that...
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Author: Sarah Hamburger
March 20, 2011
Research papers
What women want
This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women's perspectives on advertising. A new software application (SenseMaker), which brings narrative research to a higher level, is...
Catalogue: Qualitative 2009: The Evolving Human
Authors: Annelies Jansen, Wieke van der Borg
Company: Ferro Explore!
November 19, 2009
Research papers
