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.
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.
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.
MRS Awards, Finalist, Healthcare Research , 2016
This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.
MRS Awards, Highly Commended, Public Policy/Social Research, 2016
This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.
MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2016
This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.
Cecily Long and Sara Picazo, ESOMAR, Qualitative, November 2016
This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.
Virginie Silhouette-Dercourt and Christel de Lassus, International Journal of Market Research, Vol. 58, No. 2, 2016, pp. 201-226
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
This case study highlights work for an NGO into "why do men buy sex" and to tackle exploitation in the sex industry by combining cultural intelligence, semiotics and digital methodologies to generate insights.