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Research papers
Outside in
Anyone looking to deploy their consumer insight and marketing campaigns internally can learn from well-established principles of consumer brand-building and marcomms. Using creative examples from their global insight and marketing best practice...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Jo Lowndes, Teresa Kalyan, John Robson
Company: Sparkler
November 13, 2011
Research papers
Smells like teen spirit
For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today similar to his Western...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Madhumita Chakraborty
Company: PepsiCo
November 13, 2011
Research papers
Water wows
With increasing access to high tech 'smart phones' by consumers from the developing world, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Pia Mollback-Verbic, Piyul Mukherjee
Company: Quipper Research
November 13, 2011
Research papers
Blurring the boundaries between qual and quant
Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and quantitative research, and married them into a new...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Maarten Schellekens
November 13, 2011
Research papers
Connecting dots
This paper shares a business case showing how qualitative research, when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics....
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Diaa Rashwan
November 13, 2011
Research papers
How technology is changing the way we think
Digital technologies have changed the way we live and work. However, we rarely consider the effects of technologies themselves on our brains and our working practices. Increasingly neuroscience is revealing our brains to have an extraordinary degree...
Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Author: Sheila Keegan
November 13, 2011
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
