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Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Article

This event report outlines how Boeing, the aerospace group, builds deep relationships with key clients through a Customer Advisory Board.

Article

This article explains why too much focus when seeking customer insight is dangerous for brand strategy, if brand strategists focus too much on the 'thin end of the wedge'.

Article

This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.

Research Paper

This paper describes some of the creative research methods used in a project for the Dutch Tax and Customs Administration (the tax authority), which wanted its employees to understand taxpayers and encourage more of them to submit their tax declaration themselves.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Article

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Article

This article is concerned with the supposed 'death of the focus group' and asks if demand for qualitative research is really declining.

Case Study

This case study describes how O2 used research to enhance its position as iPhone market leader today and after the next iPhone launch.

Case Study

This case study shows how Sport England used the flow of quality insight to decision makers, partners and the consumer (and back) to make for a deeper understanding of women and change the way the organisation works with them.

Article

This case study describes how the United Nations High Commission for Refugees (UNHCR) used research to revolutionise the way it segments and communicates with its donors.

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

Research Paper

This paper discusses a research project that focused on the Indian ecommerce industry and uncovered consumers' implicit and explicit motivations, keyed to their Western influences and their native culture.

Research Paper

This paper examines the importance of qualitative research in initiating change and action in an organization that is looking to better address customer needs.

Research Paper

This paper expands on the idea of post-traumatic growth, the phenomenon of overcoming and leading a more fulfilling life following a trauma, which can be applied to provide support to chronic pain patients.

Research Paper

This paper argues that deprivation studies - where a product is taken away from a participant - is the best way to understand true feelings and behaviours.

Research Paper

This article examines how technology has impacted qualitative research and offers a framework for conducting remote qualitative research, along with a case study from Asia Pacific.

Research Paper

This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.

Research Paper

This paper describes how La Santé, a pharmaceutical company, built a methodological model to better understand and target consumers in Colombia, Ecuador and Venezuela.

Case Study

This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries.

Case Study

This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.

Case Study

This article describes international qualitative research by Control Techniques, the industrial technology company, in order to understand how the installation, commission and maintenance of its products could be made easier.

Case Study

This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.

Research Paper

This paper describes a new study, in which using positive interventions at the beginning, during and at the end of focus groups and individual interviews was found to increase engagement and creativity for research respondents, generating deeper and richer insights for innovation and foundational research.