This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.
Jeanne Carré and Emmanuelle Cousy, ESOMAR, Global Qualitative, November 2017
BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.
Tirthankar Dash, ESOMAR, Global Qualitative, November 2017
Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.
Nick Gadsby, ESOMAR, Global Qualitative, November 2017
Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.
Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
Jorge Alagón, Moisés Arizpe, Horacio González Duhart and Aarón Sánchez, ESOMAR, Latin America, April 2017
This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.