Qualitative: Bricolage

 

This paper finds parallels between qualitative research practice and the Vietnamese national dish 'Pho'. Pho is eaten at all times of day and can vary, being a collaboration between eater and chef. Th

Research still fails to demonstrate how it is actively involved in turning results into strategy, and strategy into action. Practitioners now need to be more than researchers; they need to become cons ...

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

This paper describes how Brazilian women and youth deal with challenges as they pass through different lifestages. The research method melds qualitative methodologies with a new approach to exploring ...

The paper argues the need to understand and integrate other forms of information, particularly competitor intelligence, with consumer research to deliver information-based consultancy. It introduces d ...

Globally, clients and stakeholders such as advertising agencies are looking for richer insights which they can use to differentiate their brand. Semiotics is an area that can appear to offer rich poss ...

The Being John Experience research project carried out by Added Value for internet bank Egg in 2003 drew as its inspiration the film Being John Malkovitch. The project aimed to gain a deeper insight i ...

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help u ...

'This paper is born out of a feeling that something is not right with the way the word 'consumer' is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertisi ...

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 ...

The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and a ...

There is much talk about the savvy consumer, where savvy seems to mean knowledgeable, powerful, even playfully, ironically, knowingly engaging with brands and advertising. Is this true, do brands have ...

Discusses qualitative research as applied to business-to-business (B2B) markets. Covers; the context - how business structures have changed and become more complex; how qualitative researchers are co- ...

The authors build on their paper presented at the MRS Conference 2000, reporting on a large-scale study among MRS members and their vision of the future for the marketing research industry. The author ...

This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 2 ...

A philosophical discussion about market research and how our view of it is changing. Two paradigms are suggested to have underpinned research to date: the Positivist (objective, scientific, value-free ...

Argues that research cannot predict the future, and that a new type of research is needed - 'pro-search'. The problem: information overload tends to paralyse; conflict between accelerating change in t ...