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Research papers

Every grey cloud has a silver lining

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Vanesse van Eeghen, Liesbeth Gerritsen
Companies: MARE, Ogilvy
November 5, 2003

Research papers

Focus group research: A misunderstood history

The presentation traces the origination and development of focus groups from the methods beginning in 1941 at the hands of Robert Merton of Columbia University, New York.Attention is given to the intellectual ethos from within which focus groups...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Author: David E. Morrison
November 5, 2003

Research papers

Looking from both sides of the fence...

This papers provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research - practitioner and client. The paper explores the key to the challenges involved, talks to other senior...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Lee Ryan, Ariane Burgess
November 5, 2003

Research papers

Silence behind the mirror

These two presenters are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. The reason is the 12-year-old unbroken partnership of the two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Marta Hoffmann, Gábor Lajtos
Companies: Unilever, KANTAR TNS Malaysia
November 5, 2003

Research papers

Once upon a time there was a brand

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Lucia Rolli, Fiona Jack
Company: Green Light International
November 5, 2003

Research papers

The 'true' inner self

This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto
Company: RDA Group, INC
November 5, 2003

Research papers

The pursuit of luxury - bling-bling VS. savoir faire

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Steve Hales, Alexander Maule
Company: Ipsos MRBI
November 5, 2003

Research papers

Euromale

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, and advertising? How did this differ by age from 21-65 years? How did it differ by country between the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Christene McCauley, Nick Johnson
Company: Diageo
November 5, 2003

Research papers

Consilience

This presentation explores the role of market research in New Product Development. More specifically it examines a crucial aspect of the NPD process: the areas where various interested parties - the client and the consumer, researchers and designers...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Phelim O'Leary, Des Bryne
Company: IRIS Network
November 5, 2003