Qualitative: Specific uses, examples

 

Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership work ...

This presentation comprises a case study of the usage of Web 2.0 technology channels to conduct marketing research to guide creation of a public service campaign directed at teens in the United States ...

The article describes a new way of uncovering consumer insights about brands by combining two techniques: 1) deprivation (forcibly removing the brand from keen users for a period) and 2) inundation (f

The article describes Brandalysis, a research model designed to uncover new insights about brands. It involves: 1) a detailed review of all existing knowledge (including all levels in the organisation

The article discusses the problems of researching among young people. Controlled focus group environments can be forbidding. Generating comfort and confidence is crucial, e.g. allowing younger respond

The article describes 'Netnography', an innovative research approach to extract and use online community dialogue for research and innovation purposes. It has four main aspects or research: qualitativ

This describes a research project for Cartoon Network in the US to understand 8-12 -year-old boys, in terms of a) social and emotional dynamics (between boys and with other groups such as girls, autho

This article aims to demonstrate the power of qualitative insights and how they can be converted into actionable recommendations. The objective of the research study was to understand purchase and con

This article describes Snakes & Ladders, a non-directive research method which maps the purchase process from beginning to end. It works by putting the decision at the centre of the investigation ...

The article discusses engagement and how research is involved in it, specifically between internal decision makers and customers and between decision makers and market research. Reasons why engagement

Consumers are confronted with an ever-increasing amount of products and services, but this complexity seems to generate more confusion than happiness. Companies also face intensified global competitio ...

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceu ...

In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, there are a nu ...

This paper describes an ethnographic research study conducted for Microsoft's Gaming Division across seven countries, among teens and young adults who play PC and console video games. Both the researc ...

This paper describes an ethnographic study of customers' experiences of travelling on the London Underground. The research was applied to help identify why there was an apparent perception gap between ...

The purpose of this research, other than the findings of the report, is to explore popular narrative media and structure, both in terms of structure, contents and themes and evolve a methodology by wh ...

This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to ga ...

This paper addresses the question of how to capture emotions in qualitative research. The authors present a new method on how to tackle emotions, using the 'Emoti*Scape' tool which is based on a list ...

Against a backdrop of today’s saturated marketing environment, Puri and Raj describe launching new products in India. The success of Aruba rum rested on ‘unearthing the insight’ that hidden in the pe ...

For human centric innovation, it is important to understand people in their everyday life context and anticipate this in developing and creating solutions. Therefore, it is necessary to involve people ...

Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and ta ...

There is greater pressure today than ever to come up with new product innovations faster than the competition, yet the hurdles marketeers must go through to minimise risk have, if anything, increased. ...

Qualitative research projects targeted as physicians often produce comparatively unsatisfactory results, particularly when it comes to reaching an understanding of what drives doctors in their treatme ...

This paper outlines a new approach to investigating and understanding the impact of word-of-mouth on purchases. The methodology has confirmed the power of word-of-mouth but more importantly has identi ...

Describes a research project for the Department of Health and COI to explore the lives of marginalised teenagers and their attitudes to sex, condoms and teenage pregnancy. Includes: background statist ...

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & C ...

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 involv ...

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven produc ...

This paper addresses innovative online qualitative research with pharmacists across Canada. The paper explores why innovation is crucial to business success and how companies can work together to fost ...

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 journe ...