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Research papers

Partners in innovation

This paper addresses innovative online qualitative research with pharmacists across Canada. The paper explores why innovation is crucial to business success and how companies can work together to foster new ideas; how an online methodology yielded...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Mike Gadd, Laurie Thompson, Rachelle Deshaies
November 28, 2004

Research papers

Qualitative research companies as active partners in concept and product development processes

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & Consultancy to Carlsberg Sweden.The project was...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Fredrik Winell, Eva Hultman
Company: Amarillo Research & Consultancy AB
November 28, 2004

Research papers

If this child were a car, what sort of car would it be?

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural differences. How can research be carried out on a...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Barbie Clarke
November 28, 2004

Research papers

Using customer-based ideation to drive new product development

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven products.Most companies face the challenge of developing...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Mark Silverberg, Jim Thomas
November 28, 2004

Research papers

Ideas for business

The paper considers the use of Creative Idea Generation techniques with business respondents, in both group discussions and individual interviews, with particular reference to employee research conducted across six countries for BT, the United...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Mary Bard
November 28, 2004

Research papers

Pragmatism at light speed at light cost

This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom.It takes readers through the project journey from the emergence of issue client side to the...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Oliver Horn, Sandrine McClure
November 28, 2004

Research papers

From unicolour to a multicolour market

Fifteen years since the collapse of communism in Eastern Europe - one might say that enough time has passed for us to forget all about it. Yet uncanny historical periods leave traces within people's minds, traces that affect their behaviors,...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Adina Vlad, Mihaela Alexandru
November 28, 2004

Research papers

The Arab as a man

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demonstrate methodologies which would help in decoding...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Krishna Patnaik, Houda Koussa
November 28, 2004

Research papers

Hide n' seek

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: James Potocki, Lyn McGregor
November 28, 2004