Methods

Can the Future of South African Research be Built With BRICS?

Posted On: 08/15/13

By: Corette Haf   

South Africa is emerging as a gateway to the rest of Africa’s markets; its market research industry is seen as highly developed and established and can be compared with the standards of other Western markets.

Despite this sophistication, there is an understanding of the needs of the grassroots level of the market and the challenges of doing research in a multicultural society. “We can speak the language of the ‘haves’ while understanding the world of the ‘have nots’,” says Matthew Angus of KLA.

Online Non-Verbal Communication

Posted On: 05/16/13

By: Ilka Kuhagen   

Even when you can’t see the people you are communicating with online, you can pick up on their non-verbal communication cues — if you know what to “listen” for.

Inverted Ethnography

Posted On: 05/1/13

By: Piyul Mukherjee    Pia Mollback-Verbic   

The harnessing of smart phone and internet technology among the vast base of ‘below middle class’ households of emerging markets is an acid test of innovation in qualitative research.
Interviews conducted in the usual home ethnographic manner yield surface information. Self-administered video recordings and cell phone pictures, taken by family members, on the other hand, yield amazing insights.

The Nuances of English

Posted On: 03/12/13

By: Susan G Abbott   

Cultural differences between markets – even when all are predominantly English-speaking – can be large and important for marketing success.

Translation and Multilanguage Qualitative

Posted On: 03/12/13

By: Ilka Kuhagen   

Words matter in qualitative research since the goal is to elicit well-described experiences and emotions, as well as understand the reasons behind actions. This is best done when respondents can communicate in their native language.

Mobile Qualitative Research

Posted On: 03/12/13

By: Ilka Kuhagen   

Mobile technology is helping transform research projects from stand-alone, project-based studies to a continuous research process.