SHIFTING PARADIGM
Cyber quali
Diva Maria Tammaro de OliveiraAbstract
With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of the main turning points of this new perspective. Recherche, the author’s company, has developed many projects involving online qualitative methodologies in the past four years, having introduced to the Brazilian market the Recherche Boards, its version of Bulletin Boards. This paper reflects Latin America’s position in this context, while providing a critical analysis of the opportunities that may derive from a more consistent application of online Qualitative Research, sharing the experience obtained by the author in these years using this type of methodology.
Diva Maria Tammaro de Oliveira
Diva Oliveira graduated in Clinical Psychology from University of São Paulo and specialized in Market Research, having been active in the Qualitative field for the past 33 years.
Ms. Oliveira, a QRCA member, has worked in large institutes and advertising agencies, such as JW Thompson and Almap/BBDO, and in 1980 she was invited to lead the Qualitative Research department at Research International in São Paulo.
Since 1984, Ms. Oliveira is in charge of her own institute, Recherche Pesquisa de Motivação, specialized in Qualitative Studies, where she dedicates herself to the development of new investigative methods, with emphasis on ethnographic approaches and online qualitative research.
Currently, along with Recherche activities, she creates, presents and teaches courses, seminars and lectures about marketing, information and research. She teaches Post Graduation courses at ECA / USP (School of Communication and Art at University of São Paulo).