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Videos

Qualitative research and neuroscience

To be able to pinpoint the relationship between qualitative research and neuroscience in accessing and exploring the unconscious thoughts and emotions of consumers, there are a number of fundamental misconceptions that need to be cleared up.Taking a...

Catalogue: Congress 2014: What Inspires?
Author: Georges Guelfand
June 15, 2014

Research papers

The third generation of qualitative research

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989
Author: Georges Guelfand
September 1, 1989

Research papers

The third generation of qualitative research (French)

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989
Author: Georges Guelfand
September 1, 1989