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Qualitative theories & methods

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Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Article

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.

News

LONDON: Social listening offers brands a way of uncovering qualitative insights on a quantitative scale more quickly and cheaply than other research methods, according to an industry figure, but only if one looks beyond the obvious.

Article

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.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.

Case Study

This case study shows how ArtFund, an arts charity, successfully increased brand awareness and subscriptions by adopting a more commercial branding strategy in the UK.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.