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Research papers

Insight into action

This presentation explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.There is a need for brands to constantly innovate to keep in step with cultural change and the...

Catalogue: Congress 2007: Excellence
Authors: Karen Paterson, Catriona Ferris, Lyn McGregor
Companies: Unilever, KANTAR TNS Malaysia, Flamingo
September 19, 2007
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Citation

Paterson, Ferris and McGregor (2007a, September 19). Insight into action. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/insight-into-action


Research papers

Getting connected redefining the traditional debrief

A new media landscape has irrevocably altered how people interact with each other, how communities are formed, how opinions are shared. This landscape is technology-led and technology-enabled, and has occasioned key shifts in the way consumers think...

Catalogue: Qualitative 2006
Authors: Annie Auerbach, Richard Hall
Company: Flamingo
October 8, 2006
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Citation

Auerbach and Hall (2006a, October 08). Getting connected redefining the traditional debrief. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/getting-connected-redefining-the-traditional-debrief


Research papers

Sonic semiotics

Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...

Catalogue: Congress 2006: Foresight
Authors: Alex Gordon, Chris Arning
Company: Flamingo
September 17, 2006
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Citation

Gordon and Arning (2006a, September 17). Sonic semiotics. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/sonic-semiotics


Research papers

N=No

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment.At the same time it raises questions of how the global culture of qualitative...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: James Parsons
Company: Flamingo
February 27, 2005
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Citation

Parsons, J. (2005a, February 27). N=No. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/n-no


Research papers

Hip-hop: Subculture or super brand?

The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target....

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Chris Arning, Ednyfed Tappy
Company: Flamingo
November 5, 2003
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Citation

Arning and Tappy (2003a, November 05). Hip-hop: Subculture or super brand? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/hip-hop-subculture-or-super-brand-


Research papers

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: David Burrows, Sarah Castell
Company: Flamingo
November 10, 2002
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Citation

Burrows and Castell (2002a, November 10). Even cowboys get the blues. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/even-cowboys-get-the-blues


Research papers

This may fell a little freaky

This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Sarah Castell, James Parsons
Company: Flamingo
October 28, 2001
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Citation

Castell and Parsons (2001a, October 28). This may fell a little freaky. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/this-may-fell-a-little-freaky


Research papers

Choose change

The TRUE power of knowledge lies in its role of informing and guiding a brand’s future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maggie Collier, Kirsty Fuller
Company: Flamingo
September 1, 1998
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Citation

Collier and Fuller (1998a, September 01). Choose change . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/choose-change-


Research papers

Complacency kills

This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Levi’s ® brand. From the start point of qualitative research, it examines the importance of...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Kirsty Fuller, Flemming From Thygesen
Companies: Flamingo, Levi Strauss & Co.
October 22, 1997
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Citation

Fuller and From Thygesen (1997a, October 22). Complacency kills. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/complacency-kills