“Like ‘sustainability’, the word ‘diversity’ had little popular currency ten or twenty years ago. Today everyone at least pretends to understand it”. Malcolm Evans, founder of Space Doctors delves into the world of semiotics and shows how the techniques can be used in helping researchers and marketers better understand international and local markets.
Coca-Cola were faced with the challenge of increasing the impact of personal packaging in South Latin America. Esteban Foulkes of BMC and Roxana Paciente of The Coca-Cola Company, talk about how Coca-Cola grew their business in this area with a research project that directly led to the organisation modifying the behaviour of their target market.
Is it the best of times. It is the worst of times. Qualitative researchers need to learn to adapt like never before. Jim Bryson discusses qualitative technique diversity, the challenge of adapting and what you need to do to keep up-to-speed in the new world of qualitative research.