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Research papers

Striking gold in the qualitative mine

This presentation proposes a three-step model to understanding the consumer's world beyond the category. It proposes this more sophisticated approach generates more meaningful and powerful insights for the client.Critical to the model is the...

Catalogue: Consumer Insights 2005
Authors: Jem Wallis, Vanessa Briese
November 15, 2005

Research papers

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005
Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch
October 23, 2005

Research papers

Smashing the mould of qualitative research

Buyers and practitioners the world over are calling for innovation in qualitative research and yet there are definite expectations governing how qualitative research should be conducted.The authors outline the framework or mould that current...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Jem Wallis, Neil Brooks-Jones
November 28, 2004