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Research papers

Alternative qualitative methodologies

This paper considers a broad range of qualitative methodologies currently being used, other than traditional groups/depth interviews, and examines how popular they are nowadays with both client buyers and agency practitioners alike. Additionally, the...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Sue Redfern, Jennie Maitland, Tracey White
Company: KANTAR TNS Malaysia
September 1, 1997

Research papers

Active listening to consumers

This paper demonstrates how a global drinks brand, Baileys, are using innovative qualitative panel techniques to develop an on-going dialogue with consumers in three key international markets. Baileys have highlighted the importance of listening to...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Tracey White, Mark O'Doherty
September 1, 1996