Galbin Holt and Paul Thomas, ESOMAR, Global Qualitative, November 2017
An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.
In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé.
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 795-814
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.
Dr Shaun Seixas, Peter Pynta, David Hearn, Dr Richard Silberstein, Research on WARC, October 2016
This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.
Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng, International Journal of Market Research, Vol. 57, No. 6, 2015, pp. 877-908
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.
Christopher Pich, Guja Armannsdottir and Dianne Dean, International Journal of Market Research, Vol. 57, No. 3, 2015, pp. 357-394
There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.