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Qualitative Research & Creativity

Name: Qualitative Research & Creativity
Price: 14.99 EUR
Author: Georges Guelfand
ISBN: 9782847697148

Edition en anglais

Georges Guelfand

Éditions EMS
Paru le : 06/11/2015

How can qualitative studies meet the challenges posed by new communications technologies and changes in consumer behaviour and attitudes? What is the... > Lire la suite

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How can qualitative studies meet the challenges posed by new communications technologies and changes in consumer behaviour and attitudes? What is the impact of neuroscience research, the internet, social networks, emerging communities - of current and future scientific, technological and societal changes - on our methods? In an ever changing world, how to analyse and optimize a marketing or publicity project, a product or a brand strategy - how to create new concepts, new insights, and how to complete these tasks, internationally, under tighter deadlines and increasing budget constraints? This book aims to answer these questions by rethinking the foundations of the qualitative discipline, and by presenting recent developments in its methodology, practices and techniques.
More than a mere manual, it offers a practical source of inspiration for qualitative studies and for marketing.

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Date de parution : 06/11/2015
Editeur : Éditions EMS
Collection : Societing
ISBN : 978-2-84769-714-8
EAN : 9782847697148
Format : Multi-format
Nb. de pages : 288 pages

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Biographie de Georges Guelfand

Georges Guelfand est Managing Partner de Happy Thinking People France, société d'études qualitatives internationale. Expert reconnu des études qualitatives, il a obtenu en » (Lien -> http://www.esomar.org/events-and-awards/awards/excellence-award-for-standards-of-performance-in-market-research.php). De formation littéraire, psychanalytique et scientifique, il a notamment été co-fondateur d'Insight, Directeur Général Associé chez IPSOS, et Directeur Général de Synovate France.
Intervenant en Université et Ecoles de commerce, il est membre fondateur du Centre International d'études et de Recherches Transdisciplinaires. Il a publié des recueils de poésie, de nombreux articles dans les revues professionnelles et deux ouvrages sur les groupes de créativité et sur les techniques projectives. Georges Guelfand is Managing Partner of Happy People Thinking in France, a company specializing in international qualitative studies.
A recognized expert in qualitative studies, in October 2013 he obtained by ESOMAR World Research the John Downham Excellence Award for Performance in Market Research. With his literary, scientific and psychoanalytic training, he was co-founder of Insight, Managing Partner of Ipsos, and Managing Director of Synovate in France. A lecturer at Universities and Business Schools, he is a founding member of the International Centre for Trans-disciplinary Studies and Research.
He has published books of poetry, numerous articles in professional journals and two books on creativity groups and projective techniques.