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Research papers

Pragmatism at light speed at light cost

This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom.It takes readers through the project journey from the emergence of issue client side to the...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Oliver Horn, Sandrine McClure
November 28, 2004
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Citation

Horn and McClure (2004a, November 28). Pragmatism at light speed at light cost. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/pragmatism-at-light-speed-at-light-cost


Research papers

From unicolour to a multicolour market

Fifteen years since the collapse of communism in Eastern Europe - one might say that enough time has passed for us to forget all about it. Yet uncanny historical periods leave traces within people's minds, traces that affect their behaviors,...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Adina Vlad, Mihaela Alexandru
November 28, 2004
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Citation

Vlad and Alexandru (2004a, November 28). From unicolour to a multicolour market. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/from-unicolour-to-a-multicolour-market


Research papers

The Arab as a man

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia. It is an attempt to propose and demonstrate methodologies which would help in decoding...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Krishna Patnaik, Houda Koussa
November 28, 2004
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Citation

Patnaik and Koussa (2004a, November 28). The Arab as a man. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/the-arab-as-a-man


Research papers

Hide n' seek

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market.The paper demonstrates how a creative research design involving semiotics makes it possible to understand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: James Potocki, Lyn McGregor
November 28, 2004
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Citation

Potocki and McGregor (2004a, November 28). Hide n' seek. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/hide-n-seek


Research papers

Consumers, trends and trendsetters

The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cultures are becoming obsolete.We are in the age of...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Alex Maule, Nick Head, Lizzy Moroney
November 28, 2004
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Citation

Maule, Head and Moroney (2004a, November 28). Consumers, trends and trendsetters. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/consumers-trends-and-trendsetters


Research papers

Pro-search

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-makers.First the authors take a look at the field of...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Frank van den Driest, Jochum Stienstra
November 28, 2004
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Citation

van den Driest and Stienstra (2004a, November 28). Pro-search. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/pro-search


Research papers

Conquering the mountain

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America.Covering a handful of different projects and countless business objectives, the paper provides an analysis of the key...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Sara Heathscott, Trenton Haack
November 28, 2004
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Citation

Heathscott and Haack (2004a, November 28). Conquering the mountain. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/conquering-the-mountain


Research papers

Jack in the tiffin box

Mothers struggle every morning to fill their childrens' lunchboxes (tiffins) with items that are nourishing, satiating, healthy and actually get eaten. However, the child wants to be surprised with interesting foods that can even make his friends...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Subhransu Rout, Sangeeta Gupta, Farheen Romani
November 28, 2004
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Citation

Rout, Gupta and Romani (2004a, November 28). Jack in the tiffin box. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/jack-in-the-tiffin-box


Research papers

Jambo Africa

The hypothesis of this paper is that current perceptions and practices on conducting market research in third world countries, and Africa specifically, are like putting a square peg into a deep, dark round hole.The result is usually one of two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Jill Barnes, Solveig Shapiro
November 28, 2004
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Citation

Barnes and Shapiro (2004a, November 28). Jambo Africa. ANA - ESOMAR. Retrieved August 04, 2025, from


https://ana.esomar.org/documents/jambo-africa