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Research papers

How we see the world without seeing it

This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. Using a hybrid approach, 'tested and trusted' and never-used-before qualitative techniques were combined to gather truly...

Catalogue: CEE Research Forum 2013: Research Remix
Authors: Ute Rademacher, Josephin Wandt
Company: Colibri Research
March 17, 2013
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Citation

Rademacher and Wandt (2013a, March 17). How we see the world without seeing it. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/how-we-see-the-world-without-seeing-it


Research papers

Bag stories

Greet, Wendy and Ute shamelessly talked with women about the content of their bag. So did their partners around the world, from Shanghai to Stockholm. Bags from 15 countries will tell the stories of their owners. Female insights based on one of the...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Ute Rademacher, Wendy Hesseling, Greet Sterenberg
Company: Colibri Research
November 20, 2008
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Citation

Rademacher, Hesseling and Sterenberg (2008a, November 20). Bag stories. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/bag-stories


Research papers

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence
Authors: Yijun Ma, David Lee, Ute Rademacher
Company: Ipsos MRBI
September 19, 2007
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Citation

Ma, Lee and Rademacher (2007a, September 19). Local jewels and global heroes. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/local-jewels-and-global-heroes


Research papers

Coming to terms with emotions

Qualitative research often claims to also gather besides rational and functional business aspects the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision-making processes and (consumer)...

Catalogue: Qualitative 2006
Authors: Ute Rademacher, Kay Volker Koschel
Company: Ipsos MRBI
October 8, 2006
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Citation

Rademacher and Koschel (2006a, October 08). Coming to terms with emotions. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/coming-to-terms-with-emotions


Research papers

A new qualitative approach in concept development

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and target groups have rarely been involved directly in...

Catalogue: Qualitative 2005
Authors: Ute Rademacher, Stefanie Güntzel
Company: Ipsos MRBI
November 13, 2005
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Citation

Rademacher and Güntzel (2005a, November 13). A new qualitative approach in concept development. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/a-new-qualitative-approach-in-concept-development