International workshops before SAMRA conferenceNeil McPhee, MD of Nuance Research and Dr Malcolm Evans, founding partner of Space Doctors, UK, will lead ESOMAR research workshops in ethnography and semiotics respectively on 31 May and 1 June 2011, before the 2011 SAMRA conference opens on 2 June at the Riverside Lifestyle Resort, Vanderbijlpark, Gauteng. Ethnography A specialist qualitative and ethnographic research provider, McPhee has been a qualitative researcher for 34 years. He has presented a number of papers on the use of advanced qualitative research and ethnography at various conferences and events, has degrees in politics, sociology and economics, and is a holder of a Chartered Institute of Marketing Diploma. Ethnography responds to the challenge of truly understanding consumers and their needs by observing them in their natural environments and then turning these consumer encounters into ideas that can transform a brand and product categories. The two-day ethnography workshop will assist delegates to:
SemioticsOne of the world's leading analysts and thinkers in the field of semiotics, Evans has delivered semiotics projects for a wide range of clients including Procter & Gamble, Guinness UDV, Daimler Chrysler, BT, SAB Miller, Campbell's and Coca Cola. Consumer research explores and uncovers consumer insights, beliefs, feelings, need states, and brand relationships. But that is only half the story. Semiotics delivers the other half of the equation: essential insights into the cultural forces that drive these deep feelings - and how they are communicated through marketing messages. That is why many major multinationals place emphasis on semiotic insights to help achieve saliency in today's ever more complex, multi-cultural consumer universe. In the two-day workshop, delegates will learn how to use semiotics to:
For workshop bookings, email Nadia at az.oc.armas@ofni. |