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Research papers

Hello quintastics!

This study showcases how combining methods to form a 360° approach can provide mind-blowing insights and lead the field of qualitative research into new directions. In this whitepaper, we share why we embarked on this research, what we did, how we...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Liesbeth Gerritsen, Pernille Kok-Jensen, Sandra van Vemden
Company: MARE
October 30, 2017
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Citation

Gerritsen, Kok-Jensen and van Vemden (2017a, October 30). Hello quintastics!. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/hello-quintastics-


Videos

Hello quintastics!

How a bold approach to traditional qualitative research launched an entirely new target group and encouraged fellow researchers to rethink what qual can do.

Catalogue: Global Qualitative 2017: Back to the future
Authors: Liesbeth Gerritsen, Sandra van Vemden
Company: MARE
January 11, 2017
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Citation

Gerritsen and van Vemden (2017a, January 11). Hello quintastics!. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/hello-quintastics--8941


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
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Citation

van Eeghen and Gerritsen (2003a, November 05). Every grey cloud has a silver lining. ANA - ESOMAR. Retrieved January 23, 2025, from


https://ana.esomar.org/documents/every-grey-cloud-has-a-silver-lining