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Why ditching depth is dangerous: Insights from London into the social factors driving violent extremism
Michael Thompson and Michael McLean, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy.
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy. Qualitative research is one of the most effective ways of understanding the major issues facing society. However, it is argued that in the race to generate instant insight and to use technological solutions, researchers are at risk of overlooking the fundamental strengths of qualitative approaches - depth of insight and understanding of social context. The research described was undertaken in four London boroughs with the aim of generating understanding of attitudes towards terrorism. Qualitative research methods allowed a depth of understanding of the tensions in people's lives, and led to the development of a series of recommendations for reducing vulnerability to radicalisation.
The next big thing: New sources of methodological inspiration and influence
Andy Barker, ESOMAR, Qualitative, Valencia, November 2013
This paper shares insights for qualitative research generated by observing methods used in other industries.
This paper shares insights for qualitative research generated by observing methods used in other industries. Qualitative researchers can get tools and insights from the worlds of education, policing and the legal profession, TV interviewing, and Experimental Philosophy. Useful lessons include: educators spend their time engaging students and have many tools researchers can benefit from; the police have adapted their witness/suspect interviewing techniques to take account of developments in brain and memory science; TV interviewers - from entertainment to journalism - are adept at creating insightful interview theatre; and experimental philosophy is providing new and radical, empirically based accounts of personal identity and human motivation.
Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment. Researchers are increasingly concerned with the cost-efficiency of MROCs and are seeking to fit in as many MROCs projects as possible. This scenario has led to response wearing out and members dropping out faster than new members can be recruited. A new promising methodology becomes exhausted before it even gets the chance to shine. It is argued that successful communities have the correct balance of 'creators' and 'contributors', with an example of a successful MROC described.
Communicating on Early Childhood Development: When market research becomes an agent of change
Christian Bourque and François Lagarde, ESOMAR, Congress, Istanbul, September 2013
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development.
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development. Market research was utilised by the organisation as they were addressing a sensitive subject and needed to ensure they did not alienate the target group. A range of approaches allowed researchers to understand parents' beliefs and behaviours and develop a campaign to raise awareness of the importance of children's development and how to maximise it.
Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
A Whole New World: A new and valuable platform for market research
Daranee Charoen-Rajapark, ESOMAR, Congress, Istanbul, September 2013
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life.
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life. Explained is the process undertaken to create a quality of life measurement tool and implement it. This method found that the main drivers of wellbeing include personal income/finances, sufficient housing, good physical and emotional health, job stability, family time, leisure time and equal opportunities in terms of education. The role of market researchers in generating insight on quality of life and proposing strategies for public policy are discussed.
Out of the Closets and Onto the Phone: Using Mobile to Fight Homophobia and Support the Lesbian, Gay, Bisexual and Transgendered Community.
Robin Heisey and Cynthia Roach, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth.
This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth. In response to a rash of gay teen suicides, PFLAG wanted to bring the conversations that their support groups shared to a wider audience. Mobile was chosen for its ability to share content in a more personal way, mirroring the intimacy of a PFLAG support group. The creative teased the viewer with the beginnings of the most provocative and touching testimonials; then, through QR codes or the Shazam mobile app, it allowed people to view or hear the conclusion of the story on a mobile device. Total donated media exceeded $CDN500,000. The campaign generated more than 30,000 video views.
Text Messaging Expands Marketing Reach of Canadian Charities
David Farnes, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This paper describes how the Mobile Giving Foundation Canada (MGFC), supports Canadian charities in their fundraising efforts.
This paper describes how the Mobile Giving Foundation Canada (MGFC), supports Canadian charities in their fundraising efforts. As well as focusing on fundraising through text donations, it has developed new initiatives to improve donor engagement and raise awareness of causes. The article provides examples of MGFC's work with the United Nations World Fund Programme and the Canadian Cancer Society and shows that the mobile recurring gift option yields an average opt-in rate of 6%.
Interaction Effects of Perceived Sponsor Motives and Facebook Credibility on Willingness to Visit Social Cause Facebook Page
Yoon-Joo Lee and Ho-Young (Anthony) Ahn, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
This article explores the factors affecting college students' willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention.
This article explores the factors affecting college students' willingness to participate in a Facebook page promoting a specific social cause: binge drinking prevention. The study examined the effects of the interactions between medium credibility (trustworthiness toward Facebook) and perceived advertisers' motives (sponsored by a beer company versus nonprofit organization) on willingness to participate in the Facebook page through an experimental design. Also, motivational factors influencing medium credibility were examined. When students trusted Facebook, they were more likely to participate in the binge drinking prevention Facebook page. Students less engaged with the social cause varied significantly in their willingness to participate the Facebook page, depending on their perception of advertisers' motives in supporting social causes but not depending on the perceived trustworthiness toward the Facebook page. However, highly engaged students notably altered their behavioral intention based on the perceived trustworthiness of the Facebook page but not depending on the perceived advertisers' motives. Further implications and future studies are discussed.
Putting theory into practice
Tom Vannozzi and Stephen Skippon, Market Research Society, Annual Conference, 2013
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making.
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making. The paper focus focuses on three specific case studies that have integrated BE knowledge frameworks into quantitative research approaches. The first case study shows how non-conscious influences of social biases (sometimes called rules of thumb, heuristics or short cuts) impact on choices made in a supposedly rational business environment. The second example explores how behaviour can be influenced by non-conscious processing of social norming messages. The third challenges the traditionally held views that attitudes are usually seen as relatively stable, by showing that attitudes can be affected by the non-conscious goals that are active in the mind.
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