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Research papers
Veni Vidi Vici
Our paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: Ethnography and Neuroscience. This means in practice that as researchers, we are frequently asked to offer methodology and...
Catalogue: Qualitative 2007
Authors: Neil McPhee, Peter Laybourne
Company: Fathom International Ltd
November 12, 2007
Research papers
Manga makes a difference
Working in Japan we have found that understanding the hit series, the plot lines and the messages people take from manga helps us understand the motivations and the coming trends in popular behavior.This study describes in detail the use we have made...
Catalogue: Qualitative 2007
Authors: Mai Ohno, Dave McCaughan
Company: Interpublic Group of Companies
November 12, 2007
Research papers
Women in the world's Muslim economies
Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's desires, hopes and experiences.Many fundamental...
Catalogue: Congress 2007: Excellence
Author: Karl Feld
Company: D3 Systems, Inc.
September 19, 2007
Research papers
Today's total audio entertainment environment
This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options. It provides insight into how listeners choose their entertainment sources, the language they use to describe these choices, and...
Catalogue: WM3 2007
Authors: Barbara O'Hare, Fred Jacobs
Company: Nielsen
June 3, 2007
Research papers
Beyond the obvious
This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights & verbatims - has a much greater potential than its often shoddy and repetitive use which we take for...
Catalogue: Consumer Insights 2007
Author: Luigi Toiati
Company: Focus S.r.L.
May 7, 2007
Research papers
Warm vodka and sweaty women
Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of...
Catalogue: Consumer Insights 2007
Authors: Jaroslav Cir, Greg Rowland
Companies: Greg Rowland Semiotics, Unilever
May 7, 2007
Research papers
Connecting with people in a fragmenting world
This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly important that market researchers help their clients...
Catalogue: Asia Pacific 2007
Author: Murray Campbell
Company: KANTAR TNS Malaysia
March 12, 2007
Research papers
Converging technology, diverging lives
Teenagers are often described as insatiable consumers who are at the forefront of the development of media and communication. However, there are other sides to the story. Always being connected and available can come at high price.Based on...
Catalogue: Telecom 2006
Authors: Erik Kruse, Mikael Bjorling, Fredrik Ohrfelt
October 8, 2006
Research papers
