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Research papers


Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007
Authors: Wendy Gordon, Nitasha Kapoor
Company: Acacia Avenue
June 15, 2007

Research papers

Carry on round the 'U' bend

The premise of this paper is that the use of a single qualitative research methodology - especially one which searches for understanding and insights away from the context in which behaviour is taking place - can result in misleading recommendations...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Authors: Wendy Gordon, Richard Pike
January 1, 1998

Research papers

A qualitative futurescape

The theme of this paper is that qualitative research, as it travels through the world exploring new terrain, is now in serious danger of falling into a foul smelling swamp and remaining stuck there. There are, however, challenging peaks to climb...

Catalogue: New Monograph Series Vol.4: Qualitative Research
Author: Wendy Gordon
January 1, 1998

Research papers

Taking a break from virtual reality

The focus of this paper will be on retail brands of the first type - the kinds of retailers who may be termed FMCG retailers (supermarkets, fast food outlets, fashion chains, petrol stations, toiletries/drugs, off-licences etc) where customers have...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing
Author: Wendy Gordon
June 15, 1995

Research papers

Brands: The missing link

This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Wendy Gordon, Christine Restall
June 15, 1992

Research papers

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Wendy Gordon, Andrea Berlowitz
June 15, 1991

Research papers

The map is not the territory

Neuro-Linguistic Programming is a phrase that can be very off-putting, yet it sums up three very simple ideas that form the core of the insights and discoveries Grinder and Handler made. The 'Neuro' part of NLP recognises the fact that all human...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: Wendy Gordon
June 15, 1990