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Research papers

World Cup: Is it a good idea?

When Brazil was chosen as the location for the 2014 World Cup, everyone cheered. Brazil was successful and a country of the future. The event would be important not only for the economy, but an opportunity for companies and their brands to showcase...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Nelsom Marangoni, Cristiane Coradi
April 4, 2014
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Citation

Marangoni and Coradi (2014a, April 04). World Cup: Is it a good idea?. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/world-cup-is-it-a-good-idea--8129


Research papers

Uncompromising intimacy: The route to transformational ideas

This is a story of transformation, of a company set on transforming healthcare and research that focused on ‘uncompromising intimacy’ to deliver transformational insight. 23andMe is a personal DNA service that costs just $99. The company is...

Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Anita Black, Neil Rothstein
November 20, 2013
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Citation

Black and Rothstein (2013a, November 20). Uncompromising intimacy: The route to transformational ideas. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/uncompromising-intimacy-the-route-to-transformational-ideas-8104


Research papers

How many people said that?

Establishing what drives behaviour, motivates change, or what a future might look like, is not as simple as asking people the question. To address different kinds of questions qualitative market research generates different kinds of data, uses...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Jon Chandler
November 20, 2013
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Citation

Chandler, J. (2013a, November 20). How many people said that?. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/how-many-people-said-that--8093


Research papers

The beauty and the beast

As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative...

Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Tibor van Bekkum, Jochum Stienstra
Company: Ferro Explore!
November 20, 2013
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Citation

van Bekkum and Stienstra (2013a, November 20). The beauty and the beast. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/the-beauty-and-the-beast-8101


Research papers

Freedom to reveal or freedom to project?

How do our own and social media persona relate to our 'real selves'? Where does freedom to express our true selves become more an opportunity to project the person we've always wanted to be? The findings from a unique research study that seeks to...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Peter Totman
Company: Jigsaw Research
November 20, 2013
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Citation

Totman, P. (2013a, November 20). Freedom to reveal or freedom to project? . ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/freedom-to-reveal-or-freedom-to-project--8092


Research papers

Creating a new playbook

The biggest challenge to the future of qualitative research is that more and more people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without the knowledge of how to conduct and analyse...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Ray Poynter
November 20, 2013
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Citation

Poynter, R. (2013a, November 20). Creating a new playbook. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/creating-a-new-playbook-8090


Research papers

Using the evidence

Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This...

Catalogue: Qualitative 2013: Brilliant Transformations
Author: Robert Cook
Company: Firefish
November 20, 2013
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Citation

Cook, R. (2013a, November 20). Using the evidence. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/using-the-evidence-8105


Research papers

Small numbers, big insights

Thinking big does not have to involve researching large numbers of people or utilising the latest online techniques to quickly gather data. We posit that at a time of change in the industry there is an important role for small scale face-to-face...

Catalogue: Congress 2013: Think Big
Authors: Suzanne Hall, Chris Perry, Isabella Pereira
Company: Ipsos MRBI
September 26, 2013
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Citation

Hall, Perry and Pereira (2013a, September 26). Small numbers, big insights. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/small-numbers-big-insights-8075


Research papers

Let's face the music...and dance

Big data presents massive challenges but music, that great human universal, provides encouragement and inspiration amidst uncertainty. Rock musician Olly Nelken and researcher Will Goodhand will explore (and demonstrate musically) just how massive,...

Catalogue: Congress 2013: Think Big
Authors: Will Goodhand, Oliver Nelken
Company: KANTAR TNS Malaysia
September 26, 2013
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Citation

Goodhand and Nelken (2013a, September 26). Let's face the music...and dance. ANA - ESOMAR. Retrieved June 21, 2026, from


https://ana.esomar.org/documents/let-s-face-the-music-and-dance-8067