The qualitative method mix – how to get optimal customer results through a systematic combination of methodological approaches
Published in: Planung&Analyse edition 3/2008
Author: Oliver Schauss
Group discussions always were and still are the successful classic in the toolbox of qualitative market researchers. The boom of recent years manifests not only in the increased number of studies. Also quantity and quality of the studios in German major cities have significantly increased: the latest generation of client rooms now have lounge character; catering is becoming even more exquisite; multimedia equipment, cinema seats and wall-sized one-way mirrors are standard. Bread and circuses for clients: focus groups as show rooms for market research! But does that also reflect in qualitative research? What about the quality leap in methodology?
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The issue of Corporate Social Responsibility is booming and people are also willing to adapt to the challenges involved: individuals are just as obligated as the government and businesses.
This generates a multitude of questions. Is technological progress leading the way out of crisis? Is bio diesel good or bad for the environment? Is the welfare system just about to collapse? And whose answers can we believe? Those of the government, the non-governmental organizations (NGOs) or companies? Or are they all just pursuing their own interests?
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Welcome to Issue 10 of News, Added Value’s newsletter on ethical marketing.
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So how do marketers start on the responsible brand journey and how do they get it right? This was the challenge for delegates at the ‘Branding for Good’ summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
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Marketers are starting to realise the opportunities for those brave enough to adopt a responsible strategy, as evident by the high attendance at the ‘Branding for Good’ Summit on the 6th March. They’re well aware that today’s consumer can’t and won’t be fooled by spurious claims made by brands and will be quick to tarnish with the “greenwash” label. So how do marketers start their responsible brand journey and how do they get it right? This was the challenge for delegates at the summit. Stimulating speeches were mixed with energising workshop sessions to put the theory into practice for specific brands.
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On Thursday 6th March, we saw the second meeting of minds for a common cause – Branding for Good. Respected industry leaders from global bank HSBC, retailer Marks & Spencer and energy giant E.ON took to the stage to share their responsible branding journeys.
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Con el hcho que los titulares de la prensa actual se llenan de noticias sobre el calentamiento global, la mano de obra barata y las emisiones de CO2; se ha puesto de manifiesto que los europeos se interesan activamente por los temas éticos, según una nueva investigación realizada a nivel mundial por la consultora de marcas Added Value.
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Secondo una ricerca svolta in tutta Europa da Added Value, la pressione da parte della stampa su argomenti quali riscaldamento globale, impatto ambientale e basso costo del lavoro ha suscitato un generale interesse nelle tematiche etiche. In particolare:
- Quelle etiche sono tematiche in forte crescita, che suscitano l’interesse di oltre la metà dei cittadini europei e sono ormai una priorità per il 21%.
- UK segue Germania e Francia tra i paesi che considerano le tematiche etiche prioritarie, ma le questioni ambientali, sociali e di corporate governance sono ai primi posti.
- Secondo i consumatori, le aziende dovrebbero dare la priorità alla ricerca di soluzioni sostenibili per contenere l’inquinamento, lo sfruttamento delle risorse, migliorare l’imballaggio/riciclaggio e ridurre le emissioni di anidride carbonica.
- Alcune questioni un tempo prioritarie per i consumatori, come i test sugli animali e la beneficenza, stanno scivolando in secondo piano.
I tedeschi, da anni impegnati sul fronte del riciclaggio, sono gli europei più attenti alle tematiche etiche. Il 25% le ritiene prioritarie, contro il 22% dei francesi e solo il 15% dei britannici, sebbene circa la metà di questi ultimi le reputi comunque interessanti.
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As headlines over global warming, cheap labour and carbon footprints dominate the press; Europeans are taking an active interest in ethical issues across the board, according to new pan-European research from brand consultancy, Added Value.
- Ethical is a fast-growing issue – over half of Europeans are interested in ethical issues and 21% say they are a real priority.
- The UK lags behind Germany and France in terms of rating ethical issues as a priority. However, environmental issues, rather than social or corporate governance are key for the Brits.
- Consumers say top ethical priorities for brands are pollution/use of resources, packaging/recycling and reducing carbon footprints.
- Corporate issues that used to be a priority for consumers like animal testing and charity donations are dropping off their radar.
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