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Research papers

UMOJA

This is a story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how an innovative mobile qualitative approach is helping Diageo's African research and innovation teams...

Catalogue: Global Qualitative 2017: Back to the future
Authors: Paul Robert Thomas, Gavin Holt
Company: Join the Dots InSites Consulting
November 3, 2017
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Citation

Thomas and Holt (2017a, November 03). UMOJA . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/umoja-


Videos

UMOJA

A story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how innovative mobile qual is helping Diageo teams make better business decisions routed in local culture.

Catalogue: Global Qualitative 2017: Back to the future
Authors: Gavin Holt, Paul Robert Thomas
January 11, 2017
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Citation

Holt and Thomas (2017a, January 11). UMOJA. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/umoja


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 April 18, 2024, from


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