Who’s eaten my porridge?
Neil McPheeAbstract
This presentation intends to examine how, using a mixture of advanced elicitation and projective techniques, the World- leading brand in a therapeutic category discovered why it was losing brand share in major EU markets to the number two brand. In addition the presenters will discuss how techniques such as NLP and transactional analysis were used in the analysis phase to lend further weight to their conclusions.The authors will show how three prior pieces of research were unable to uncover any rational differences in product performance, and therefore, were unable to show any reasons to account for the share slippage.
As a result of this piece of advanced qualitative research, they were also able to help the brand team and advertising agency learn some simple potential remedies to the problems encountered.
Neil McPhee
Neil McPhee is the Founder and Managing Director of Nuance Research Ltd (UK), a specialist Qualitative and Ethnographic Research provider. Neil has been a qualitative researcher for 34 years, and is a Certified NLP (Neuro Linguistic Programming) and Hypnotherapy Practitioner. He has presented papers on the use of advanced qualitative research and ethnography at various events including MRS, ESOMAR, AQR/QRCA, ABMRC, AEMRI, BIG (Business Intelligence Group) and IMRA conferences. He has a degree in Politics, Sociology and Economics, and is a Chartered Institute of Marketing Diploma holder.
Neil has been involved in Ethnographic research techniques since the early 1970’s.
Before the foundation of Nuance Research Ltd (UK), he was Qualitative Research Director of MORPACE International Ltd. Previously he had spent 22 years forming, growing and then selling MSS Marketing Research, a full service agency.
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