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1. Introduction
2. Neil McPhee
3. Talk outline
4. Getting inside consumers' heads
5. Why should we get inside consumers' heads? (1)
6. Why should we get inside consumers' heads? (2)
7. Why should we get inside consumers' heads? (3)
8. Qualitative research in context
9. Key objectives of qualitative research
10. Two styles of qualitative research
11. What if respondents can't tell us the truth?
12. Views and opinions are incomplete or misleading
13. Research and marketing models
14. The 'Johari window' model
15. Reasons why people buy and choose are complex
16. Advanced/new research models
17. Exploring motives and understanding behaviour
18. NLP (1)
19. NLP (2)
20. The name Neuro-Linguistic Programming
21. NLP key concepts
22. Meta-programmes of perception
23. NLP communication model
24. Creating the right process of communication
25. Rapport is crucial
26. Rapport skills and techniques
27. NLP contribution
28. Observation, ethnography, immersion
29. Key features of ethnography
30. What is ethnography?
31. Example for a recent ethnography project
32. Etnography - behaviours, processes and issues
33. Etnography - product usage
34. Extract from an ethnography project
35. Major advantages of ethnography and observation
36. Environment reveals a great deal about a person
37. Ethnography styles
38. Key benefits/usages of ethnography
39. Neuro-science
40. What is neuro-science?
41. How is neuro-science used?
42. Brain imaging vs. eye sight (1)
43. Brain imaging vs. eye sight (2)
44. Neuro-science benefits and disadvantages
45. Summary (1)
46. Summary (2)

Topics Covered

• Why should we want to get inside the heads of consumers?
• Qualitative research in context
• Neuro linguistic programming (NLP)
• Observation/Ethnography/Immersion
• Neuroscience

Links

Series:

• Qualitative Market Research

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008