ESOMAR Qualitative Conference

Gerald Zaltman, a sociologist and highly regarded professor at Harvard University's department of Business Administration, will launch the ESOMAR conference on Qualitative Research to be held next week in the USA by serving as the Keynote Speaker.

A qualitative researcher, Professor Zaltman is also a member of Harvard's 'Mind, Brain and Behavior Interfaculty Initiative' and Co-director of the Mind of the Market Laboratory at Harvard.

This year's qualitative conference, 'Qualitative Ascending: Harnessing Its True Value' will offer delegates a chance to witness the results of client-agency collaboration in sessions dedicated to 'Consultative Qualitative'. They will also discover how providers from across the globe are meeting - and often exceeding - client expectations for added value through the use of novel study designs and creative interpretations of findings. In addition, conference participants will have the opportunity to be intellectually challenged by qualitative thought leaders who will share innovative techniques and new paradigms.

'Signaling a shift, perhaps, in clients' marketing research objectives, qualitative MR is moving away from the goal of understanding customers to getting to know them intimately. The programme includes case studies that describe, for example, weekend retreats with children, encounters with Indonesian sex workers and pimps. Also covered will be the use of neuroscience for delving into consumers' deep emotional motivation. Both areas will illustrate what can be accomplished by making the leap from 'understanding' to consumer intimacy' says Sharon Wolf chairperson of the programme committee.

For further details, visit www.esomar.nl

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.