ethnographic market research

Using projective techniques in qualitative research

Definition of projective techniques in qualitative market research Projective techniques were originally developed in the 1960’s for use in clinical psychology.  The projective techniques that are used in qualitative market research today take the form of deliberately ambiguous, interpretive exercises, whereby respondents’ subconscious thoughts and feelings relating to the brand or concept in question are

Read More…

Highlights from the 2020 BrandZ Most Valuable Global Retail Brands report

WPP and Kantar have just launched their 2020 BrandZ Most Valuable Global Retail Brands report, which identifies the world’s top 100 most valuable retail brands. The report is based on extensive insights from 3.9 million consumers worldwide combined with financial data from Bloomberg. It also reflects stock market performance through to mid-April 2020, in order to capture

Read More…

Qualitative research – a 5-minute read

Introduction Perhaps you are relatively new to market research and find the research terms qualitative and quantitative totally unfamiliar (yet at the same time annoyingly similar).  If so, then this article is for you! Or perhaps you are a seasoned marketer who makes frequent use of research but is occasionally unsure whether it is qualitative or quantitative data that would best suit your

Read More…