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Research papers

Gender differences and their importance to qualitative research

The paper seeks to review and assess whether there are differences between male and female respondents and their communications modalities which would suggest that the ways in which we recruit and interview qualitative samples should be modified, or...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Neil McPhee
November 10, 2002

Research papers

Performance: The "F word"

We are paralyzed by information and data. But what happens with emotions and how can it shape a research process and insight generation and understanding? We want to make audience FEEL how female representations have shaped female consumption over...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Mariela Mociulsky, Ximena Díaz Alarcón, Eugenia Tarzibachi
Company: Trendsity SRL
March 19, 2018

Research papers

Positive gender portrayal in advertising

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we...

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018

Videos

Positive gender portrayal in advertising

Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018

Videos

Gender bias in brands and business

Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Amy Fridlund, Nikki Feld
Company: KANTAR TNS Malaysia
December 4, 2017

Videos

All the little things

I am 45 years old and have never held hands with a lover in public, shared Irish drag queen Panti in an impassioned defence of free speech in Ireland, after she was heavily criticised for calling out homophobes in the media. Ireland's foremost...

Catalogue: Congress 2015: Revelations
Author: Panti Bliss
June 15, 2015

Videos

Ireland and same-sex marriage

Eliciting reliable and credible data from marginalised populations without compromising their safety is a dream of LGBT advocacy throughout the world. New survey technologies offer such a potential. Working in collaboration with ILGA (International...

Catalogue: Congress 2015: Revelations
Authors: Aengus Carroll, Eric Meerkamper
June 15, 2015