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Research papers

Value for money of qualitative research

This paper describes the results of an experiment which examines the reliability and validity of qualitative research. Two studies of the same marketing problem (a pack test) were conducted and compared: one a qualitative study (6 group discussions),...

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Alan Branthwaite, Peter Cooper
Company: QRi Consulting Ltd.
September 1, 1978

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

The medium is part of the message

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe,Asia and Australia. Advertising clearly plays a substantial role in the construction and...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling
Company: KANTAR TNS Malaysia
October 15, 2000

Research papers

The social psychological basis of individualisation in consumer lifestyles and demand

Individualism in Western countries has come about through psychological and socio-cultural factors: human needs for a separate, distinctive identity in comparison with others. This requires secure attachments and core group affiliations, on top of...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Author: Alan Branthwaite
Company: KANTAR TNS Malaysia
June 15, 1991

Research papers

A new role for projective techniques

Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale,...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Alan Branthwaite, Peter Cooper
Company: QRi Consulting Ltd.
October 28, 2001

Research papers

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alan Branthwaite, Rosi Ware
Company: KANTAR TNS Malaysia
September 1, 1997

Research papers

Synaesthesia

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Peter Cooper, Alan Branthwaite
Company: QRi Consulting Ltd.
November 10, 2002

Research papers

Meeting the emotional needs of healthcare consumers

Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address reader’s values, needs and ‘ideology’ (or outlook on their job and...

Catalogue: Global Healthcare 2006
Author: Alan Branthwaite
February 6, 2006

Research papers

Getting closer to citizens

Relationships between governing bodies and the people are fundamental, but have often been taken for granted. Over recent years in the United Kingdom, the policy and strategy laden world of local and regional government has been struggling to find...

Catalogue: ESOMAR Public Sector Social Research 2004
Authors: Adrian Britten, Alan Branthwaite
May 9, 2004