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Research papers

New frontiers for neuroscience

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound by looking pictures, etc. The objective of this...

Catalogue: Qualitative 2006
Author: Luigi Toiati
Company: Focus S.r.L.
October 8, 2006

Research papers

Coming to terms with emotions

Qualitative research often claims to also gather besides rational and functional business aspects the more emotional side of the coin: feelings, moods and emotions that are related to (consumer) perception, decision-making processes and (consumer)...

Catalogue: Qualitative 2006
Authors: Ute Rademacher, Kay Volker Koschel
Company: Ipsos MRBI
October 8, 2006

Research papers

Cutting the insight loss

If you are part of a client-based insights' team, have you ever asked yourself how many insights you have generated in the last twelve months? Or if a colleague asked you to give them a list of those insights, would you be able to?If these questions...

Catalogue: Qualitative 2006
Authors: Sandrine McClure, Mark Whiting
Company: Reperes
October 8, 2006

Research papers

Death of depth?

This paper provocatively questions the 'depth ethos' so often determining today's qualitative research. The psychological primacy in qualitative research can be a barrier to generating inspiring and valuable insights by disregarding consumer reality...

Catalogue: Qualitative 2006
Authors: Oliver Schieleit, Ayobamidele Gnädig
Company: Happy Thinking People
October 8, 2006

Research papers

Socio-semiotics

Consumer culture is a complex phenomenon of visual representations and the politics of visibility. Products have become markers of social distinction and form a distinctive part of people's lives. Brands are partners in achieving social goals...

Catalogue: Qualitative 2006
Author: Inka Crosswaite
Company: Added Value
October 8, 2006

Research papers

The complex customer

The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer...

Catalogue: Qualitative 2006
Authors: Michael Francesco Alioto, Deana Gillespie
Company: Market Probe International Inc.
October 8, 2006

Research papers

From inspiration to the shopping cart

Successful NPD is one of the foremost challenges that the marketing fraternity grapples with today. Always an uncertain territory, it has become even more of a battle in the present context, with a fatigued consumer overloaded with sameness. An...

Catalogue: Qualitative 2006
Authors: Shashikala Raj, Anjali Puri
Company: Nielsen
October 8, 2006

Research papers

100 stories at our fingertips

Since its inception in the late 1990s, online qualitative research has been primarily confined to replicating focus groups via bulletin boards and chats. However, with the advent of Web 2.0 technologies such as blogs and RSS, the ubiquity of digital...

Catalogue: Qualitative 2006
Author: Steve August
October 8, 2006

Research papers

Youth tales

The presentation of qualitative research findings present challenges which are unique to it as against a quantitative research finding, whereas it is taken for granted that quantitative findings are more objective/scientific/more factual, and need an...

Catalogue: Qualitative 2006
Authors: Maslina Mokhtar, Avijit Das
October 8, 2006