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* The basics of successful rebranding research

Issue
March 2010
Author
Michaela Mora
Abstract
Thinking of a brand facelift? A winning approach to rebranding research should incorporate both qualitative and quantitative methodologies and ask tough questions, such as how much can your brand deviate without losing a loyal customer following?

* How to evoke respondents’ brand-related stories

Issue
December 2009
Author
Tom Neveril
Abstract
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

* By the Numbers: Conducting research in an extraordinary economic climate

Issue
June 2009
Authors
Keith Malo and John Widmer
Abstract
The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.

* Trade Talk: Report finds Indian-Americans at home in their new home

Issue
June 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
Drawing data from focus groups, street interviews and an online survey, a new report shows that Asian-Indian consumers are adapting well to life in the U.S. while maintaining close ties to their families and cultural heritage.

* An overview of business-to-business research in China

Issue
November 2008
Authors
Matthew Harrison and Alaric Fairbanks
Abstract
The authors outline a brief history of business-to-business research in China and then explore trends in the use of various techniques while offering tips on what kinds of information can be obtained through research.

* Qualitatively Speaking: Evolving ethnography

Issue
April 2008
Author
Michael Carlon
Abstract
The quick-and-dirty home visit, during which researchers observe consumers for a short period of time and then leave, does a disservice to the technique, the end client and, most importantly, the consumer being observed. The author argues for techniques that use video diaries and online and/or in-person interviews as a less invasive but still effective method of conducting ethnographic-style research.

* Local knowledge, global implications

Issue
March 2008
Author
Laura Mitchelson
Abstract
Shanghai-based researcher Laura Mitchelson draws from her own experiences interviewing Chinese businesspeople to show readers the ins and outs of conducting business-to-business research in a vast and fast-paced country.

* Taking research on the road

Issue
February 2008
Authors
Debbie Peternana and Kim Harrison
Abstract
The various kinds of on-site, ethnographic-style interviews, such as in-home or in-office visits, each come with their own sets of challenges. The authors outline these challenges and also offer solutions.

* What does the term ‘ethnography’ mean to you?

Issue
February 2008
Author
H. Grace Fuller
Abstract
From shop-alongs to embedded research to urban ethnography, marketers and researchers bandy about many labels to describe ethnographic research. The author argues that true ethnography involves a long-term approach in which consumers allow the researchers to spend time with them and observe their lives. The other techniques, though they are tagged with ethnography-type names, are too short-term to be really considered authentic and effective ethnographic research.

Measure it, then manage it

Issue
March 2007
Authors
Martyn Etherington and Laura Patterson
Abstract
Test and measurement firm Tektronix conducts research with its customers to obtain an advocacy score as well as to measure satisfaction.
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