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Article

Expectations of leadership have changed since the time of the 2015 UK general election, but many of the qualifying conditions endure.

Case Study

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Research Paper

Marks and Spencer, a British retailer, found a new creative approach for its Mrs Claus Christmas ad through qualitative research.

Research Paper

International Flavours & Fragrances (IFF), an American corporation, created 'Real Women of America', an ethnographic research project, to reveal new opportunities for innovation.

Research Paper

Zurich Assurance, a Swiss insurance company, evaluated how customers assess value for money with workplace pensions through workshops and quantitative surveys.
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Research Paper

The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.

Case Study

Jaguar Land Rover, an automotive company, used the guise of the television show 'The Apprentice' to execute data streams across various markets and gain valuable insights.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Article

The Beano, a beloved children's comic with an 80-year heritage is changing with the digital age, uncovering insights from the youngest generation.

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.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Research Paper

This paper explores how to apply design thinking elements in the process of creating meaningful service experiences among different customer touchpoints in the Chinese market for beauty products and apartment positioning.

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'.

Research Paper

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 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.

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.

Article

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

Research Paper

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.

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.

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.