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Research papers

Breach the innovators' final frontier

This paper addresses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice. It is also an innovative process that encourages participants to be truly...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Karin Wood, Mick Williamson
November 10, 2002

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