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) – techniques used by qualitative researchers to deliver cultural insight.
Imene Belboula, Claire-Lise Ackerman, Jean-Pierre Mathieu and Caroline Cuny, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 140-156
Lack of understanding of new products' positioning is one of the reasons proposed for their failure. Through a process of semantic transformation, product design can communicate a new product's positioning to consumers.
MRS Awards, Finalist, MRS Award for Healthcare Research, 2018
Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.
MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018
ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.
Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018
British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.
Nick Gadsby, ESOMAR, Global Qualitative, November 2017
Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.
Jeanne Carré and Emmanuelle Cousy, ESOMAR, Global Qualitative, November 2017
BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
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