As ESOMAR’s Qualitative 2013 rapidly looms before us, one of the presenters at this year’s conference, Edward Appleton, asks whether qualitative research gets the recognition it deserves and how the qualitative movement can make its powerful voice heard.
Attention deficit syndrome is a common experience for researchers conducting focus groups. Respondent engagement is a vital aspect in gathering insights. Here Sandeep Dutta in TNS India talks about how, with a bit of creativity and some inspiration from local TV shows you can really capture the attention of the consumer.
Since qualitative research came online in the late 1990s bulletin board forum style formats have been the norm. Here Steve August, member of the programme committee at ESOMAR’s Qualitative event in November, talks about the advent of social and mobile internet and how it’s changing the format of qualitative research.
The interior design of a car can be an integral factor in vehicle sales, but how do you ensure the car interior really appeals to the target demographic. Here a team from concept m in Germany look at how, through qualitative testing, you can guarantee that first impression.