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Research papers
The future fan
A colourful and thought provoking study on why people become fans, and the social and cultural currency to be gained from fandom, 'The Future Fan' project maps three stages in the evolution of the music fan. From niche interest treated with suspicion...
Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Authors: Gemma Proctor, Andy Crysell
Company: Twitter
November 18, 2015
Research papers
Nothing else matters
Clients love qualitative researchers for one very strong reason. Underneath the sheen of being complex data guzzlers, we love simplicity. For all the emphasis on big data and the complicated web of sales, share, customer satisfaction data; someone...
Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Author: Madhumita Chakraborty
November 18, 2015
Research papers
Desafinado?
Desafinado means going off-key in Portuguese. The song, written by Antonio Carlos Jobim and Newton Mendoca, was a real innovation in its use of unexpected dissonance in a beautiful melody. The song has become one of the most popular Bossa Nova tunes,...
Catalogue: Latin America 2015: Carnival of Insights
Author: Vivek Banerji
Company: Insight Dojo
April 28, 2015
Research papers
Let's face the music...and dance
Big data presents massive challenges but music, that great human universal, provides encouragement and inspiration amidst uncertainty. Rock musician Olly Nelken and researcher Will Goodhand will explore (and demonstrate musically) just how massive,...
Catalogue: Congress 2013: Think Big
Authors: Will Goodhand, Oliver Nelken
Company: KANTAR TNS Malaysia
September 26, 2013
Research papers
From the blog to the record shop
This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Jamie Allsopp, Hanna Chalmers
Companies: Universal Music Group , Sparkler
November 13, 2011
Research papers
Musical insights
The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that...
Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Uttam Sarkar, Sanjay Datta
February 11, 2009
Research papers
Sonic semiotics
Semiotic analyses have generally privileged visual over aural signs.This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and advertising. Music pushes powerful emotional buttons...
Catalogue: Congress 2006: Foresight
Authors: Alex Gordon, Chris Arning
Company: Flamingo
September 17, 2006
Research papers
Music in advertising
This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works âepisodicallyâ to...
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Alan Branthwaite, Rosi Ware
Company: KANTAR TNS Malaysia
September 1, 1997
Research papers
