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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 April 29, 2024, from


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


Research papers

Storytelling with international millionaires

This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them....

Catalogue: Congress 2008: Frontiers
Authors: Sarah Hamburger, Patricia Lawry
September 26, 2008
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Citation

Hamburger and Lawry (2008a, September 26). Storytelling with international millionaires. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/storytelling-with-international-millionaires


Research papers

Loser, hero or human being

A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that...

Catalogue: Congress 2008: Frontiers
Authors: Wim van der Noort, Jochum Stienstra
Company: Ferro Explore!
September 26, 2008
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Citation

van der Noort and Stienstra (2008a, September 26). Loser, hero or human being. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/loser-hero-or-human-being


Research papers

Youth tales

The presentation of qualitative research findings present challenges which are unique to it as against a quantitative research finding, whereas it is taken for granted that quantitative findings are more objective/scientific/more factual, and need an...

Catalogue: Qualitative 2006
Authors: Maslina Mokhtar, Avijit Das
October 8, 2006
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Citation

Mokhtar and Das (2006a, October 08). Youth tales. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/youth-tales


Research papers

The qualitative story

What is storytelling and how can it be applied to a market research context?The very notion of storytelling having any application to business and to research (given its scientific heritage) is an arguably novel concept. It is only recently as...

Catalogue: Qualitative 2006
Author: Candice Blumenthal
October 8, 2006
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Citation

Blumenthal, C. (2006a, October 08). The qualitative story. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-qualitative-story


Research papers

Ethnographic research and great storytelling

Due to the concentration process and increasing competition in saturated markets, automotive manufacturers are faced with the continuous challenge of developing innovative, consumer-compatible products. To better anticipate different consumer needs...

Catalogue: Qualitative 2006
Authors: Bettina Staudenmaier, Ulrich van Hormann, Laurent Favard
Company: GfK
October 8, 2006
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Citation

Staudenmaier, van Hormann and Favard (2006a, October 08). Ethnographic research and great storytelling. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/ethnographic-research-and-great-storytelling


Research papers

Toilet breaks

Life is one big story and as market researchers we make it our stock in trade to turn certain lives, the attitudes, behaviours and preferences that cascade in these lives into stories. As well as factual and relevant, we try to make them lively,...

Catalogue: Qualitative 2006
Authors: Anjul Sharma, Becky Lewis
Company: Ipsos MRBI
October 8, 2006
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Citation

Sharma and Lewis (2006a, October 08). Toilet breaks. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/toilet-breaks


Research papers

The art of research narratives

There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...

Catalogue: Congress 2006: Foresight
Authors: Alec Bernstein, Laura Robin, Monika Zych
Company: BMW Group
June 15, 2006
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Citation

Bernstein, Robin and Zych (2006a, June 15). The art of research narratives. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-art-of-research-narratives


Research papers

The art of research narratives

There will be critical changes in the communication of research data over the next five to ten years, as corporations place increased value on successful research transfer.Entertainment methods of 'visual storytelling' will gather momentum as an...

Catalogue: Consumer Insights 2005
Authors: Alec Bernstein, Laura Robin, Monika Zych
Company: BMW Group
November 15, 2005
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Citation

Bernstein, Robin and Zych (2005a, November 15). The art of research narratives. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-art-of-research-narratives-6823