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Research papers

Deeply understanding the mind to unmask the inner human

Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies. This requires an understanding of how the mind works, how humans process information and make decisions. Many misconceptions in this...

Catalogue: Qualitative 2009: The Evolving Human
Author: Katja Bressette
November 19, 2009

Research papers

Semantic mining or what we can read between the lines

Semantic Mining provides an effective way of statistically detecting the hidden information in texts, namely to identify patterns and interrelations, peculiarities and the essence of qualitative research data. The methodology is a hybrid between...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Frank Vogel, Andera Gadeib, Heidi Neubert
Company: Dialego AG
November 19, 2009

Research papers

Shedding light on the digital grey areas of teen dating violence

This presentation comprises a case study of the usage of Web 2.0 technology channels to conduct marketing research to guide creation of a public service campaign directed at teens in the United States. Three years of qualitative research informed...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Benjamin Smithee, Abby Leafe, Judith Oppenheim
November 19, 2009

Research papers

Even better than the real thing

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Dirk van Kemseke, Tom De Ruyck
Companies: InSites Consulting, Levi Strauss & Co.
November 19, 2009

Research papers

If you got it, you flaunt it

This presentation is based on the work carried out on the development of the Unilever Global Deodorant Team Insight Portal. The presentation suggests ways in which insight can be communicated more effectively, introduces the concepts of insight...

Catalogue: Qualitative 2009: The Evolving Human
Authors: David Cousino, Jon Cohen
Companies: Unilever, DigitalPeople
November 19, 2009

Research papers

Cognitive interviewing

In recent years there has been a growing body of evidence about the value of studying real experiences and behaviour rather than perceptions and future intentions. Among other things, this has proven useful in understanding brand loyalty and change,...

Catalogue: Qualitative 2009: The Evolving Human
Author: Anjali Puri
Company: Nielsen
June 15, 2009