Qualitative Research Awards

At the recent ESOMAR Qualitative Research conference and exhibition, the two nominations for the John and Mary Goodyear Award of Best International paper were presented.

The nomination went to the papers Qualitative research - The glue for fragmented brands?, by Mark Whiting, Marketing Intelligence Services Manager, JAs Hennessy & Co, France and Sandrine Monnier McClure, Research Director, Green Light International, UK. This paper aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is fragmented. It then demonstrates how qualitative methods have successfully informed the evolutionary brand strategy, both at an ad hoc and above all at a continuous level.

And the other nomination went to the paper: Synaesthesia. Researching the power of sensation, by Peter Cooper, CEO, and Alan Branthwaite, Director, CRAM International, UK. This paper helps open up this complex and fascinating topic by identifying the principles of Synaesthesia which are integral to experience of brands. A number of qualitative methods are described for accessing Synaesthesia in brands and consumer experience, together with a range of case studies to amplify and illustrate the effects. What the paper demonstrates is first, an enriched view of what brands are in everyday life; second, very practical conclusions for positioning, communication, NPD; and third, a rich addition to qualitative techniques and practice, which leads to new views of the holistic, inter-connected world in which brands and consumers live.

These papers will be published in the ESOMAR Yearbook entitled 'Excellence in International Research 2003'.

Members of the Programme Committee were:

• Sharon Wolf (chairperson), Managing Director, QualiData Research, USA
  
• Kirsty Fuller, Joint Managing Director, Flamingo International, UK
  
• Jack Kravitz, President, Windy City S/C Ltda., Brazil
  
• Kazuko Ohye, Executive Vice President, Research International, Japan.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.