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Research papers

Heidi and the Bollyblog

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ignored. The 'Performing Consumer' increasingly...

Catalogue: Asia Pacific 2007
Authors: Natascha Haehling von Lanzenauer, Ayobamidele Gnädig, Alain Messerli
Company: Happy Thinking People
March 12, 2007
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Citation

von Lanzenauer, Gnädig and Messerli (2007a, March 12). Heidi and the Bollyblog. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/heidi-and-the-bollyblog


Research papers

The culture Karma Chameleon

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Mamata Kathuria, Ayobamidele Gnädig, Harry Key
Company: Happy Thinking People
November 20, 2008
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Citation

Kathuria, Gnädig and Key (2008a, November 20). The culture Karma Chameleon. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/the-culture-karma-chameleon


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
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Citation

Schieleit and Gnädig (2006a, October 08). Death of depth? . ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/death-of-depth-


Research papers

Phoenix and the power of garbage

This presentation examines 'info trash' information from qualitative research which is dismissed as irrelevant to the objectives. Looking at serendipitous discoveries in medicine, and the theory of memetics, the presenters argue that info trash is of...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Paul Robert Thomas, Angela Giebner, Ayobamidele Gnädig
Company: Happy Thinking People
November 18, 2010
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Citation

Thomas, Giebner and Gnädig (2010a, November 18). Phoenix and the power of garbage. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/phoenix-and-the-power-of-garbage


Research papers

Makers revolutionise making

Based on ethnological research within the Berlin DIY scene, this study aims to throw light on the contemporary maker sub-culture. The trend of making has an impact on consumer culture: starting as a critical counter-project, the idea transforms and...

Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Authors: Ayobamidele Gnädig, Maria Wronka, Dominic Eberhardt
November 18, 2015
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Citation

Gnädig, Wronka and Eberhardt (2015a, November 18). Makers revolutionise making. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/makers-revolutionise-making


Research papers

One language, different peoples

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communication's message and the perceptions created by said...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Author: Ayobamidele Gnädig
November 28, 2004
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Citation

Gnädig, A. (2004a, November 28). One language, different peoples. ANA - ESOMAR. Retrieved June 02, 2023, from


https://ana.esomar.org/documents/one-language-different-peoples