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How many people said that?: Paradigms for informed decision making
Jon Chandler, ESOMAR, Qualitative, Valencia, November 2013
This paper codifies some of the major knowledge paradigms qualitative market research works with. Establishing what drives behaviour, motivates change, or what the future might look like, is not as simple as asking people the question.
This paper codifies some of the major knowledge paradigms qualitative market research works with. Establishing what drives behaviour, motivates change, or what the future might look like, is not as simple as asking people the question. To address different kinds of questions qualitative market research generates different kinds of data, uses different rules of evidence, and different standards of proof. This paper explains six research paradigms and their assumptions: reportage - people can answer questions honestly and unproblematically; textual - people are governed by unconscious or semi-conscious memory; hermeneutic - that the meaning of data is not always self-evident; behavioural - that the links between attitudes and behaviours are uncertain; creative - that some people can offer valuable inputs into development processes; insight - that underlying, intangible forces influence behaviours; and future facing - the future cannot be predicted, but understanding the present can help researchers understand the possibilities for the future.
Seven Pillars of Wisdom: The Idea of Qualitative Market Research
Jonathan A.R. Chandler, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 627-650
This article looks at the ‘knowledge frameworks’ underlying the practice of qualitative research. Although they are rarely articulated, qualitative research relies upon different sets of underlying assumptions about what we are looking for, what counts as evidence and what counts as knowledge.
This article looks at the ‘knowledge frameworks’ underlying the practice of qualitative research. Although they are rarely articulated, qualitative research relies upon different sets of underlying assumptions about what we are looking for, what counts as evidence and what counts as knowledge. These different ‘knowledge frameworks’ are each good at addressing different kinds of issues. This article attempts to make some of these knowledge frameworks more explicit. Doing this allows us to see that some research projects ‘fail’ because they are grounded in a knowledge framework not suited to the task in hand.
Leveraging Google+ as a qualitative research platform: case studies and best practices
Sharon Chen and Sheethal Shobowale, ARF Experiential Learning, Re:Think conference, 2013
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research.
This paper explores learnings and best practices that have been found from pilots leveraging the Google+ social network for consumer insights research. Four pilot studies were conducted around specific audiences with the intention to answer specific types of questions in the wireless carriers and consumer packaged goods categories. The results include findings around recruiting and incentive strategies, user engagement tactics, different audiences and research questions, and the benefits and current challenges to using a social platform for this type of research. Overall, the researchers found Google+ to be a capable and readily accessible platform for qualitative research and feel that the social features open the door to exciting user engagement possibilities.
Working in depth
Roy Langmaid, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 305-321
This paper makes the case for working at relational depth (Mearns & Cooper 2007) in qualitative work.
This paper makes the case for working at relational depth (Mearns & Cooper 2007) in qualitative work. To establish this case, I trace the roots of psychological methods in qualitative work, and their foundations in the European and American schools of psychology. In particular I describe a split between holistic and elemental approaches, which I believe has done much to undermine the potential of qualitative work. I have also tried to set qualitative work in an appropriate psycho-social context because I feel it can play such a key role in sustaining democratically-based commercial growth and innovation in the UK and elsewhere in these days when consumer choice is as important in deciding our future as any other element of society.
Bridging the gap: A quant geek makes the case for (better) qualitative
David Bakken, ESOMAR, Qualitative, Vienna, November 2011
This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights.
This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights. It argues that qualitative and quantitative techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qualitative and quantitative techniques are thoroughly integrated (as opposed to simply "combined" in a research effort). The paper asserts that the two approaches have complementary strengths and weaknesses, and are subject to different interpretation biases, and that both can learn something from each other about identifying and mitigating these biases.
Connecting dots: A pragmatic approach in using and interpreting findings of qualitative research
Diaa Rashwan, ESOMAR, Qualitative, Vienna, November 2011
This paper describes how the Saudi Arabian-listed Savola Foods used qualitative research to properly position a newly-launched edible oil brand in Sudan, a country with very challenging market dynamics.
This paper describes how the Saudi Arabian-listed Savola Foods used qualitative research to properly position a newly-launched edible oil brand in Sudan, a country with very challenging market dynamics. The paper shows how poor decisions can be made from shallow interpretation of qualitative data and, equally, how putting the analysis in the right context and connecting it with other relevant consumer knowledge it can lead to extracting meaningful insights.
Mapping the Unarticulated Potential of Qualitative Research: Stepping out from the Shadow of Quantitative Studies
Peter Nuttall, Avi Shankar and Michael B. Beverland; Insights from Cheryl Stallworth Hooper, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 153-166
This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years.
This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years. The authors present a systematic review of every Journal of Advertising Research paper, with each paper coded for the role and contribution of qualitative research methods to its findings. The authors then classify the papers into a 2×2 matrix. They find that qualitative research contributes to improve existing managerial practice, developing new techniques for improving consumer understanding, keeping up to date with developments in practice, and identifying new consumer segments. Looking forward, the authors identify potential research avenues and practices that may enhance the standing of qualitative advertising research.
The Vitality of Qualitative Research in the Era of Blogs and Tweeting: An Anatomy of Contemporary Research Methods
Alan Branthwaite, Simon Patterson, ESOMAR, Qualitative, Barcelona, November 2010
A discussion on the contemporary debate about alternative research methods - which has centred largely on a choice between Qualitative and Quantitative Research.
A discussion on the contemporary debate about alternative research methods - which has centred largely on a choice between Qualitative and Quantitative Research. This gave rise to fierce debates about legitimacy, validity, depth and pros and cons. Each method has strengths and limitations – there is no ‘perfect’ research methodology – and each has its champions. It is important in evaluating alternative research methods to understand underlying similarities and differences, and the trade-off in methodological rigour and benefits.
Comments: Advertising in Australia: the big issues/Qualitative research rules
Michael Harker, Debra Harker and John R Rossiter, International Journal of Advertising, Vol. 27, No. 5, 2008, pp. 909-919
This Comments section includes two essays. The first of these is by Debra and Michael Harker from the University of the Sunshine Coast, Queensland, Australia.
This Comments section includes two essays. The first of these is by Debra and Michael Harker from the University of the Sunshine Coast, Queensland, Australia. They discuss issues being faced by advertisers in Australia, with food and alcohol advertising a highly problematic area. They are encouraged by a series of advances being made by teams of Australian scholars and practitioners pooling their resources and ideas to shed light on these social issues and to not only raise awareness of these issues, but to shed light on ways to effectively combat these problems. The other essay, by John Rossiter, at the University of Wollongong, New South Wales, Australia, addresses the issue of the fundamental gap that appears to exist in advertising between the importance and role of qualitative and quantitative research in addressingadvertising theory and practice. He tackles this difficult issue with a commentary on the value of qualitative research and its synergistic effect upon quantitative research. Again the benefit is from the combining of the techniques rather than looking at one as opposed to the other.
It ain’t what you do, it’s how you think
Wendy Gordon and Nitasha Kapoor, ESOMAR, Consumer Insights Conference, Milan, May 2007
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 will to the next.
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 will to the next. This paper aims to cut through the confusion showing that insight is an extremely valuable concept and one that should not be debased by sloppy thinking or methodological over-claim. Instead, a simple model of thinking can be used to ensure that the outcome of a project or process has a powerful influence and is highly valued by the end users.
YOU ARE IN THE WARC INDEX:
Reliability of qualitative research
Bricolage and semiotics
Focus groups, workshops
Projective and collage techniques
Qualitative theories and methods
Research analysis and reporting
Specific uses of qualitative research
Qualitative and verbatim data
Quantitative data collection
Issues and standards
Market research quality standards
Respondent quality and bias
Planning and managing projects
Insight and interpretation
Research quality checking, error control
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