Resources Library by ANA

The demise of the staid and the mute, evolve or fade away!

Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage?This paper addresses the overall needs regarding reporting, conclusions, and an action standard, i.e. operational use of the qualitative...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Author: Dipen Mehta

November 5, 2003

Life stage is losing its meaning

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Daniel Plettenberg, Jennifer Whyte, Aine O'Donoghue

March 30, 2003

Virtual concept testing for the fragrance industry

This paper provides an overview of the primary research initiative conducted by SPSS MR Online and Aromatherapy Associates in order to better understand and quantify the potential impact of virtual stimuli on research findings.

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Daniel Coates, Ian Lyle

March 16, 2003

Driving Africa - Women. Now!

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa.It is based on a four month syndicated qualitative study undertaken in the middle of 2001, using a variety of elicitation...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Christiane Gabriel

November 10, 2002

Shifting sands and winning brands

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite TV, they have been afforded exposure to foreign...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Dipen Mehta, Ken McDermott

November 10, 2002

How to 'lose weight' qualitatively

What does qualitative research has to do with losing weight? Seemingly nothing! This paper describes how, by doing research on weight loss and the question of motivation, we came to a new understanding of our own role as researchers and consultants....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Naama Forsrup

Company: Ipsos MRBI

November 10, 2002

Quallyfication

The author argues the value of the qualitative mode can be particularly well harnessed if not restricted to the qualitative method. It can by definition add insight to almost any piece of information, including numbers. There is no reason why the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Andy Dexter

Company: DVL Smith Ltd

November 10, 2002

What's right for focus groups now?

This presentation is a joint collaboration of two US qualitative researchers who do not necessarily agree on what?s right for focus groups now. Do you agree with one or the other, or fall some place in between?

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Judith Langer, Naomi Henderson

November 10, 2002

Qualitative research

This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Mark Whiting, Sandrine McClure

Company: Green Light International

November 10, 2002