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Research papers

A new approach to old questions

The method, described at some detail in the paper, can be briefly summarised as having people act as their own editor. After being shown selected audio visual stimulus respondents are provided with transcripts, still photos, and actual programme...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Brent Macgregor, David E. Morrison, Michael Svennevig
December 1, 1995

Research papers

Keep a watchful eye to find ideas throughout everyday life

We begin by summing up the changes that have occurred within society and with regard to consumption behaviours. From these changes, we deduce the need for a different approach to consumer research: the principle of reverse marketing. Reverse...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Caroline Lioret, Anne-Catherine Dugast
December 1, 1995

Research papers

The future of qualitative research

This paper sets forward proposals for enhancing the International standing and reputation of Qualitative Research by establishing an International Body specifically to serve the needs and interests of Qualitative Researchers worldwide. Our argument,...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Peter Cooper, Simon Patterson
Company: QRi Consulting Ltd.
December 1, 1995

Research papers

Factoring innovation together

Recent years have seen an increasing recognition in many Companies of the importance of effective and continued innovation for real growth. This leads to greater focus within Companies on the process adopted for new idea generation and the testing...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Cristina Guglielmini, Ivana Ventura
December 1, 1995

Research papers

Capturing the complexity of advertising perceptions

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reactions while watching ads on-air. An American...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Alan Swindells, Alan Branthwaite
Company: KANTAR TNS Malaysia
December 1, 1995

Research papers

Opening up the black box

The paper argues that, while we have refined the moderation of qualitative interviews, for reasons that are sometimes as much political as practical, we have neglected the study of the interpretation of qualitative data, consigning it to an...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Virginia Valentine
December 1, 1995

Research papers

Understanding subjectivity beyond individuality

In this paper we propose to consider the approach to the subjectivity of consumers on the assumption that there is now a TRUE consumption culture which inspires their behaviour and ideology, strongly influencing the perception of products and brands....

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Laura Cantoni, Luigi Ferrari, Laura Frontori
December 1, 1995

Research papers

Beyond demographics

The South African market research industry has been strongly influenced by its segregationist past, and Qualitative research is no exception. Political and geographical isolation of the country, and of the research industry, has resulted in little...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Author: Christiane von Ulmenstein
December 1, 1995

Research papers

Who is in bed with Madonna?

Conventional research methods tend to lack efficiency as they do not take into consideration the specific quality of moving images: their sequentiality, and the resulting sequence of perception. Therefore it seems futile to further develop aspects of...

Catalogue: Seminar 1995: Looking Through The Kaleidoscope
Authors: Michael Altrogge, Eva Schabedoth
December 1, 1995