The framework of this book reflects the complexity of the situation of the species at different scales. To position the Little Owl in the cultural context we look at the history and cultural traditions connected to the species. We describe the taxonomy and subspecies to settle some taxonomic discussions of the species based upon major genetic, morphological and biogeographical findings. The distribution of the different subspecies and recent population estimates for the Western Palearctic are given to illustrate the geographic diversity. The habitat is described and its relationships with the species. Food as principle biotic factor delivers the crucial energy input for the birds. Abiotic factors such as breeding cavities and perches show their importance for breeding and foraging efficiency to minimize the energetic cost. Next we focus on the breeding season, discussing clutch size, hatching and fledging success in relation to the age of the birds. We then describe behavior mainly based upon two decades of webcam observations. Next we zoom in on limiting factors that influence populations in a given geographic environment, e.g., immigration, re-introduction or supplementation, and mechanisms of interaction between local populations, such as migration, meta-populations and sinks/sources. After describing the main causes for declines in the species, we summarize knowledge into a conservation and management strategy. We conclude this chapter with an overview of the key points raised, with an overview of the most important open questions and suggestions for future studies.

This chapter examines the effective use of research to assist in the creative development of marketing communications. By this, we do not mean dry quantitative statistics (although this too can yield insights) but rather a thorough understanding of the thoughts, feelings and relationship of the target audience with the brand or category. In this chapter, we assume that qualitative research, when conducted well, will yield workable insights but, when conducted badly, will yield misleading results that lead to disastrous outcomes. The ability to uncover workable insights is an important skill to develop so we will focus on how to achieve this competence.