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Research papers

Unspoken Answers and the Power of Implied Meaning

Insight and marketing professionals are constantly asked to anticipate how changes in culture will impacttheir business. Despite billions of data-points being analysed across thousands of tools, we remainoverwhelmed with information and underwhelmed...

Catalogue: Congress 2022: 75th Anniversary
Authors: Michelle Gansle, Ujwal Arkalgud
Companies: McDonald's Corporation, Lux Research Inc.
September 26, 2022



Digital anthropology

The aim of this paper is to present and to train attendees to a new methodology made to decipher in a qualitative manner web navigation data. This paper will discuss the opportunity of using this kind of data for qual researchers, present the...

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Authors: Francois Erner, Jennifer Roberton
Company: respondi
November 11, 2018

Research papers

Vegetables that rock

The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level. BFS, well- established company offering processed...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Jeanne Carré, Emmanuelle Cousy
November 7, 2017

Research papers

Rich new world

This presentation demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers whose lives are significantly different from traditional rural consumers. At the core of this model...

Catalogue: Asia Pacific 2012: Asia Kaleidoscope
Authors: Sandeep Dutta, Rajaram Senapaty, Kashmira Chadha
Company: KANTAR TNS Malaysia
April 17, 2012

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

Beyond the obvious

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights & verbatims - has a much greater potential than its often shoddy and repetitive use which we take for...

Catalogue: Consumer Insights 2007
Author: Luigi Toiati
Company: Focus S.r.L.
May 7, 2007

Research papers

Toilet breaks

Life is one big story and as market researchers we make it our stock in trade to turn certain lives, the attitudes, behaviours and preferences that cascade in these lives into stories. As well as factual and relevant, we try to make them lively,...

Catalogue: Qualitative 2006
Authors: Anjul Sharma, Becky Lewis
Company: Ipsos MRBI
October 8, 2006

Research papers

The myth at the heart of the brand

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Monty Alexander
June 15, 1996