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Research papers

Break through the one-way mirror

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and Facebook ads. The tool also facilitates research...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Dirk Lorré, Benoit Gaillard
November 13, 2011

Research papers

Inspiring the senses

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Oliver Schieleit, Massimo Cealti, Gabriele Niemann
Company: Symrise AG
November 13, 2011

Research papers

Researching the unresearchable

In the UK, 6,000 people take their own lives every year; 4,000 of them are men. Samaritans sought to develop an ad campaign aimed at reducing male suicide. The campaign was aimed at men in low income groups living in the most socially deprived areas...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Nick Johnson, Nicola Peckett
Company: Volante Research
November 13, 2011

Research papers

We got a crush on you(th)!

Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Simona Sbarbaro, Elias Veris, Tom De Ruyck, Joeri Van den Bergh
Companies: InSites Consulting, Viacom International Media Networks
November 13, 2011

Research papers

'Don't play with food!'

Research is often described as the enemy of innovation. In fact, we ask a lot of participants when requesting they predict future consumption patterns in a focus group. Innovation is about breaking away from patterns. Lateral thinking and stepping...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Doerte Toellner, Helen King
Companies: Point-Blank International GmbH, Bord Bia- Irish Food Board
November 13, 2011

Research papers

All for one and one for all

Sustainability is the buzzword of the decade. Companies feel scrutinised for 'ethical behaviour' and feel compelled to act. General topics like sustainability are issues to address for every marketing plan, thus the research is designed as a...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Nicole Hanisch, Jens Lönneker
Company: Rheingold GmbH & Co. KG
November 13, 2011