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.
Weiwei Zhang and Rebecca Chen, ESOMAR, Asia Pacific, May 2017
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.
MRS Awards, Finalist, Public Policy/Social Research, 2016
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.
Anke Bergmans, Arjen Van Ulden and Edith Nijenhuis, ESOMAR, Qualitative, November 2016
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.
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.
Sandeep Dutta, ESOMAR, Qualitative, Paris, November 2015
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.
Abhijit Patnaik, Raji Bonala and Misha Mathew, ESOMAR, Qualitative, Paris, November 2015
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.
Vivek Banerji and Takashi Takenoshita, ESOMAR, Qualitative, Paris, November 2015
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.
Joseph Walker and Kate Leckie, MRS Awards, Finalist, December 2013
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.