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Research papers

Mind games

This paper is aimed to showing ways to enrich and refine our research approaches based on these findings. In addition, a way to actually measure the differences between 'real behaviour' and 'cognitive answer' is examined as well as a way to measure...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Michael Wittenberg, Hans-Bert Matoul, Stefan Hagl
Company: Happy Thinking People
November 23, 2009

Research papers

A deep dive into the mind

More and more research shows that consumer behaviour is driven for an important part by subconscious processes in the mind. Existing research techniques to uncover this area are either expensive or not very effective. Guided relaxation generates...

Catalogue: Qualitative 2009: The Evolving Human
Author: Ralph Poldervaart
Company: Motivaction International B.V.
November 23, 2009

Research papers

What women want

This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women's perspectives on advertising. A new software application (SenseMaker), which brings narrative research to a higher level, is...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Annelies Jansen, Wieke van der Borg
Company: Ferro Explore!
November 19, 2009

Research papers

A human centred innovation approach

This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Steffen Hück, Michael Bartl
Company: HYVE
November 19, 2009

Research papers

From spinning a yarn to weaving a rich tapestry

This presentation demonstrates the need for qualitative research to evolve in terms of deliverables. Inspiration was drawn from two different yet rapidly evolving areas; cinema and cricket. For researchers to grow and clients to thrive in the current...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Crystal Nathan, Tamal Roy
Company: Nielsen
November 19, 2009

Research papers

Integrating qualitative methods with biometrics

The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Rafal Ohme, Agnieszka Wnuk, Magdelena Jagielska
November 19, 2009

Research papers

Stripping the wall paper

Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership working and big picture thinking, can be employed to...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Barry Boyle, Helen Bywater, Alex Baverstock, Phil Halliwell
Company: Ipsos MRBI
November 19, 2009

Research papers

Market research

This presentation is based on a case study on the process of developing concepts for residential property products. The real estate market in China hasn't reached its maturity stage and many people are just starting to move from shabby rooms shared...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Gloria Jun Zhang, Minghui Zhu, Qing Tan
November 19, 2009

Research papers

Brands and consumers co-creation

Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: 'truth' is the consensus of many opinions, with human knowledge following wikipedia...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Fabio Paiva, Carla Mayumi
Companies: PepsiCo, Box1824
November 19, 2009