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Magazines

Revue Française du Marketing (Julliet 2009)

Nous avons retenu cinq articles pour ce numéro de sujets variés. Ils traitent:- D' une méthode d'analyse qualitative fondée sur la narration d'histoires;- Des conséquences en termes d'organisation et de stratégie, de l'effacement...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
July 1, 2009

Research papers

The beauty and the beast

As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative...

Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Tibor van Bekkum, Jochum Stienstra
Company: Ferro Explore!
November 20, 2013

Videos

Giving control of your history to participants

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Ángeles Rodríguez, Elisa Romo
Companies: De La Riva Group, AB InBev
September 8, 2019

Research papers

The art of research narratives

There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...

Catalogue: Congress 2006: Foresight
Authors: Alec Bernstein, Laura Robin, Monika Zych
Company: BMW Group
June 15, 2006

Research papers

Finding and communicating the story in the data

Most people now agree that storytelling is the key to communicating market research insight and that the target is to create impact. However, there is much less agreement and material about the problem of how to find the story in the data. Some...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Ray Poynter
May 19, 2016

Research papers

The culture Karma Chameleon

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key
Company: Happy Thinking People
November 20, 2008

Research papers

Human beans

Have you become tired of the 150 attribute lists to segment consumers? Are you trying to determine what to do with all the BIG DATA floating around in social media? The consumer is documenting their lives and we can use this information to our...

Catalogue: Congress 2014: What Inspires?
Authors: Vanessa Oshima, Tobias Wacker
September 10, 2014

Videos

Lessons from a film female entrepreneur: Keynote interview

Dogwoof has released 26 Oscar®-nominated documentaries, with four wins and an additional three BAFTA winners. With notable titles including Free Solo, The Act of Killing, Blackfish, Honeyland, The Cave, Apollo 11. This year Dogwoof premiered...

Catalogue: Insights Festival 2020
Authors: Joaquim Bretcha, Anna Godas
Company: Dogwoof
September 17, 2020

Videos

When presentations go wrong- Some badly wrong

We all recognise that storytelling is an important part of delivering research that moves both hearts and minds. We also see and hear a lot about great successes. But what about presentations that move hearts and minds but in the wrong direction? We...

Catalogue: Insights Festival 2020
Author: Martin Oxley
September 15, 2020