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Research papers

Integrating qualitative research and futurism

This paper shows how the techniques of the futurist can be used to add value and insight to the marketing research process. The paper illustrates how approaches such as 'the report in the future' and 'Scenario Spinning' can be utilized in the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Ray Poynter
Company: The Future Place
November 10, 2002

Research papers

Ma'am, the colours are served

This paper applies the Way of Taoism to collages and colours as a means of explaining them, not as fixed entities but within the movement that stems from their interrelationship. A profile of a person/colour/consumer can be produced and used as a...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Luigi Toiati
Company: Focus S.r.L.
November 10, 2002

Research papers

Constant surveillance

This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes to dig deep into consumer context and generated options to crack barriers and deliver new insights.It is based on the premise that Qualitative...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Neerja Wable, Sharmila Das, Anand Verdhan Sinha, Harjyoti Ghai
Company: IMRB International
November 10, 2002

Research papers

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

Research papers

Gender differences and their importance to qualitative research

The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Neil McPhee
November 10, 2002

Research papers

Initial steps towards developing a theory of presentation graphics

As an intellectual endeavor, the field of 'presentation graphics' (defined as any graphic or data display in a report or presentation used to communicate data and what it means) is currently a disorganized body of knowledge.As an initial step towards...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Michael Mayernik
November 10, 2002

Research papers

The Vodafone weekend experience

Project Entanglement required a team of both qualitative and quantitative researchers to work closely together and involved a challenging brief requiring an innovative solution. The project demanded a non-linear evolution of insights; the project...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Lee Ryan, Galina Mitchelhill, Sarah Gibbons
November 10, 2002

Research papers

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

Research papers

Bunking with your customers

This paper provides the methodology and findings from an innovative research programme specially designed for Kids, created by BrainStore and commissioned by Nickelodeon International. Nickelodeon International desired to learn how a programming...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Laura E. Wendt, Petra Sonderegger
Company: Viacom International Media Networks
November 10, 2002