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Research papers

Serpents with tails in their mouths

Picture the Garden of Eden and the Tree of Knowledge. Around this tree stand so many Eves qualitative researchers who revere, create and deliver knowledge. They look upon the apples that represent knowledge with a hunger to consume and appropriate...

Catalogue: Qualitative 2007
Authors: Anjul Sharma, Gareth Pugh
Company: Ipsos MRBI
November 12, 2007

Research papers

Veni Vidi Vici

Our paper seeks to demonstrate the effects and effectiveness of a synergistic usage of two powerful yet passive research tools: Ethnography and Neuroscience. This means in practice that as researchers, we are frequently asked to offer methodology and...

Catalogue: Qualitative 2007
Authors: Neil McPhee, Peter Laybourne
Company: Fathom International Ltd
November 12, 2007

Research papers

Joining the 4th dimension

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the...

Catalogue: Qualitative 2007
Authors: Catherine Genter, Andera Gadeib
Company: Dialego AG
November 12, 2007

Research papers

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007
Authors: Keith Navratil, Mitra Martin, Anita Black
Company: Hall & Partners
November 12, 2007

Research papers

Quick and relevant

In the everyday life of a marketing department fast decisions must be made, even if important information is missing. To fill this lack of information it is often useful to accomplish ad-hoc studies. But the structure of market research departments...

Catalogue: Qualitative 2007
Author: Dirk Engel
November 12, 2007

Research papers

Digital consumer connections

Online communities offer many opportunities to involve consumers in the daily business of the marketer, and to use them as a source of inspiration instead of evaluation.In this paper, we will present a case study for Unilever's Rama Cremefine brand...

Catalogue: Qualitative 2007
Authors: Barbara du Perron, Anja Kischkat
Companies: MetrixLab, Unilever
November 12, 2007

Research papers

To have and have not

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in the fall of 2006. Nickelodeon, the preeminent children's media brand and central pillar within MTV Networks' Kids & Family...

Catalogue: Qualitative 2007
Authors: J. Alyson Bryant, Marsha E. Williams
Company: Viacom International Media Networks
November 12, 2007

Research papers

Why do some online communities work

Online research communities have been generating quite a lot of buzz recently. At the American Marketing Association's market research conference in September 2007, this was one of the primary themes, discussed by companies like General Motors who...

Catalogue: Qualitative 2007
Authors: Marco Vriens, Lee Eyre, Jamie Hamilton, Misia Tramp, Lisa Galarneau
Company: Microsoft
November 12, 2007

Research papers

Manga makes a difference

Working in Japan we have found that understanding the hit series, the plot lines and the messages people take from manga helps us understand the motivations and the coming trends in popular behavior.This study describes in detail the use we have made...

Catalogue: Qualitative 2007
Authors: Mai Ohno, Dave McCaughan
Company: Interpublic Group of Companies
November 12, 2007