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Research papers

Global diversity?

Certain archetypes seem to be more prevalent and applicable to certain cultures yet do not resonate with others.The key question is whether something can be superimposed on archetypes that can help understand cultural differences, leading us then to...

Catalogue: Global Diversity 2006
Author: Dipen Mehta
May 8, 2006

Research papers

The demise of the staid and the mute, evolve or fade away!

Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage?This paper addresses the overall needs regarding reporting, conclusions, and an action standard, i.e. operational use of the qualitative...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Author: Dipen Mehta
November 5, 2003

Research papers

Shifting sands and winning brands

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite TV, they have been afforded exposure to foreign...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Dipen Mehta, Ken McDermott
November 10, 2002

Research papers

Selling Islamic finance to mr. Smith

In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, this paper explores the triggers and barriers that exist within...

Catalogue: Qualitative 2007
Authors: Kalika Tripathi, Dipen Mehta
Company: HSBC Holdings
October 28, 2001

Research papers

Ya Sheikh, let me sell you a camel

The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Dipen Mehta, Daksha Desai
October 28, 2001

Research papers

Romancing the sands

Given that most multinational companies develop their products and services in the west their applicability for markets that are at a variance - cultural logistical or evolutionary - is suspect. This issue becomes more evident in the service sector...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Dipen Mehta
Company: Nielsen
September 1, 1999

Research papers

From 'gizmo geeks' to 'toy freaks'

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede’s cultural dimensions to understand consumer mindsets and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry
Author: Dipen Mehta
June 15, 1998