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Research papers

The role of research, particularly qualitative research, in concept development

The purpose of this paper is to demonstrate how market research can identify consumer needs and then assist in the development of concepts, and eventually of brands, to meet those needs: and brands, with their essential emotional components, rather...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Author: Stephen Wells
June 15, 1991

Research papers

The paradox of 'the new qualitative research'

This paper reviews some features of the current state of qualitative research in the UK. The concept of the New Qualitative Research is defined in terms of a combination of volume, status and theoretical orientation. The authors fervently hope that...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Authors: Stephen Wells, Tony Lunn
June 15, 1986