01 DEC. 2011

Labbrand Attends ESOMAR Qualitative 2011 in Vienna

It included one day of interactive workshops and two days of formal conference program. The theme of the event was “embrace, inspire and celebrate”, and it featured speakers from all over the world, on diverse research topics and methodologies. Attendees were from a variety of professional backgrounds, including market research professionals, employees of global brands such as Pepsi, Coca Cola, Nokia, Unilever and more, as well as special guests such as musicians and actors to give a creative flair to the occasion. Yet, all attendees shared common goals and vision of the enhancement of the market research profession to create more meaningful brands and contribute to positive growth in markets and societies around the globe.

The papers presented discussed topics such as tapping the unleashed potential of mobile phones for research in India, how research helped a UK charity in their campaign to reduce suicide, and understanding coolness among Generation Y as well as Asian youth. Multi-approaches to insights, a pragmatic approach to using and interpreting qualitative research results, innovation in the sensory business, cultural differences and consumption patterns, as well as the integration of cultural analysis to drive brand value, were also examined, in addition to other novel and noteworthy case studies. Further to the research papers presented, Pecha Kucha sessions as well as round table discussions explored hot topics in the research field such semiotics, neuroscience, cross cultural projects, addressing business needs, and more.
Labbrand’s President, Vladimir Djurovic, Vice General Manager Denise Sabet, and Market Research Consultant Sarah Lu, all attended the Vienna event.
In April, Labbrand will sponsor the ESOMAR Asia Pacific event in Shanghai, for more information visit

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