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Research papers

Beleza natural

Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In...

Catalogue: Latin America 2010: The Innovation Journey
Authors: Leticia Moreira Casotti, Maribel Carvalho Suarez, Hy Mariampolski
Company: QualiData Research Inc.
May 21, 2010

Research papers

A world of chicken flavors

During the spring and summer of 2007, Givaudan sponsored and QualiData executed a global ethnographic study to support the discovery and development of novel chicken flavors. Aiming for intensive consumer immersion at the point of flavor creation,...

Catalogue: Congress 2008: Frontiers
Authors: Michael P. Cook, Hy Mariampolski
Companies: QualiData Research Inc., Givaudan
September 26, 2008

Research papers

Food for thought

This presentation provides a cross-cultural view of the interaction between popular culture and dietary habits.Focusing on American foods eaten in Italy and Italian foods eaten in the United States, the presenters examine the complex web of customs,...

Catalogue: Consumer Insights 2005
Authors: Hy Mariampolski, Sharon Wolf, Luigi Toiati
Companies: QualiData Research Inc., Focus S.r.L.
November 15, 2005

Research papers

Certification of qualitative researchers

Following an overview of the history and current status of the certification issue, this paper reviews the several sides of the debate: Clarification of terms - what is certification and how is it different from similar processes such as...

Catalogue: Qualitative 2005
Author: Hy Mariampolski
Company: QualiData Research Inc.
November 13, 2005

Research papers

Learning from ethnic market research in the United States

This paper describes how community-based and ethnographic marketing research have been used as the basis for community-based marketing strategies. These approaches are particularly important for the study of ethnic sub-communities because they...

Catalogue: Ethnic Marketing 2000
Author: Hy Mariampolski
Company: QualiData Research Inc.
July 1, 2000

Research papers

Ethnography and cross-cultural research

As cross-cultural marketing becomes more important, the need for tools and perspectives to understand the global consumer becomes more pronounced. This paper offers practical advice on using ethnographic methods as a foundation for consumer analysis...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Hy Mariampolski
Company: QualiData Research Inc.
November 1, 1997

Research papers

Solving the problems of observational research

As a contribution to the growing discussion of ethnographic and observational approaches in market research, this paper takes up the issue of tactical decision making in implementing these projects. Clients tend to ask tactical questions first, when...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Hy Mariampolski
Company: QualiData Research Inc.
June 15, 1997