Advertising and communication research: Qualitative

 

Belle Frank, executive vice president, brand planning at Y&R, and Anne Manning, from the Innovation Practice, argue that we are misusing research - particularly qualitative research - in the developme ...

In 1957 Vance Packard wrote The Hidden Persuaders arguing how ads could persuade at a sub-conscious level. However, since Freud first popularised the concept of the ‘sub-conscious’, psychologists have ...

William Landell Mills, head of qualitative research at arnold&bolinbroke, thinks that most research undervalues, and even ignores, what people actually say. He argues that the words people use when de ...

Steve Williams, who runs Stratosphere, a strategic planning and research consultancy, muses on what consumers can tell us and what they cannot. He explains that consumers do not always know (or are un ...

David Iddiols, senior partner at the HPI Research Group, reviews the status and role of qualitative research in today's world. He argues that qualitative research needs to remodel itself - then lists ...

Chartered psychologist Alan Branthwaite, Ignition Marketing Research, takes a detailed look at the role of the unconscious in how advertisements work. He explains how ads can be effective even when n ...

Qualitative research consultant, Roddy Glen believes that creative development research is not being used as productively as it should be. This, he sees, is the result of two issues - researchers are ...

Lisa Pakenham, marketing communications manager for QSR International, discusses the role and practicability of using data-analysis programs, such as Xsight, for qualitative research. Using comments ...

William Landell-Mills, a director of arnold+ Bolingbroke, argues that much current qualitative advertising research is asking the wrong questions - that we should not be looking for deep, hidden effec ...

The consumer’s world has changed out of all recognition from the one for which group discussions or focus groups were originally designed. Unfortunately focus groups have not evolved to match the worl ...

Gill Ereaut, Linguistic Landscapes, considers the current position of qualitative thinking and research (especially the ubiquitous focus group) and looks ahead to the evolution of new, imaginative and ...

Tim Reid contends that the brands that people find stimulating are those that help us grow and be the sort of people we want to be. 'Fast learners' are the first to recognise these brand features. Th ...

This article is based on the book 'Developing Advertising with Qualitative Market Research'. In it Judith Wardle discusses the triangular relationships of client, agency and researcher and points out ...

Merry Baskin introduces her article by reviewing the work of the account planner since the early 1980s when it was still a novelty. She regrets the demise of training of account planners, especially i ...

This piece introduces four articles on how research can add to creativity. It emphasises that the following features do not concentrate on pre-testing and suggests that, in this cash strapped time, th ...

Wendy Gordon quotes Malcolm Gladwell's description of insight as 'the magic moment when ideas, trends and behaviour cross a threshold, tip and spread like wildfire'. But, she warns, it runs the risk ...

The authors describe the term 'bricolage' as diversity, pragmatism and creativity in method and interpretation of qualitative research. They examine what academic qualitative researchers mean by 'bri ...

This is an introduction to two articles featuring qualitative research. It takes a critical view of how qualitative research has progressed and concludes that current methodology is in a rut. Compar ...

Family Health International (FHI), a non-governmental organization, is spearheading a program in Indonesia funded by USAID and aimed at increasing risk reduction behaviour among individuals at high ri ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Explores the difficulties of qualitative advertising research in the context of the sometimes-problematic relationships between client, planner and researcher. Suggests that there must be a shared age ...

Described the use of improvisation as a means of obtaining understanding about brand personalities. A new approach is necessary because although consumers are now increasingly comfortable with the ide ...

The authors argue that there is a need to understand the brain to understand how to make sure brands are successful. They assert that it takes the latest knowledge from neuro-psychology to explain w ...

An extensive case study analysis across three different platforms to collect qualitative data was conducted. Using a side-by-side comparison of traditional in-person focus groups, online focus groups ...

While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. Th ...

Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing. The system, supplied by Added Value, gui ...

Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing. The system, supplied by Added Value, gui ...

This working paper, which is sponsored by the Institute of Marketing - Copenhagen Business School, is based on results from our final MS thesis, Master of Science in Marketing, with focus on 'Children ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1967, Mitc ...

How well does qualitative research serve the needs of the creatives in advertising agencies ? Whatever the skills and sensitivity of the researcher or planner, we could produce results that are much ...