The theme of ESOMAR's recent Qualitative 2009 conference in Marrakech was "The Evolving Human" and speakers looked to explore the impact of social interaction on the individual and on brands.
This week we have published the speakers' papers.
Highlights for me have included reading about:
- the research and concept creation that went into building ThatsNotCool.com, which targets violence in teen dating (Shedding light on the digital grey areas of teen dating violence - Respondents as co-creator in the research process),
- the ways that PepsiCo Brazil have taken to get closer to its consumer community to reinvent its research strategy (Brands and consumers co-creation - A collaboration panel), and
- how the Unilever Deodorant team are taking inspiration from UK tabloid darling, Katie Price (If you got it, you flaunt it - How Unilever approached the task of enhancing engagement with consumer insight).