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Research papers
The river, the mud, the sieve, the gold
This presentation is of huge importance to the audience:-It is a pro-active tool, uncompromised research design-It is a subject of high societal impact (charity)-Unique: a narrative database for a domain, that can be used by singular brands within...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Jochum Stienstra
Company: Ferro Explore!
November 16, 2016
Research papers
A tale for king and country
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Anke Bergmans, Jo van Kruchten, Arjen Van Ulden
November 16, 2016
Research papers
Zalando: The journey from data to emotion
This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Sebastian Prassek, Anne Strauss
Company: Happy Thinking People
November 16, 2016
Research papers
The walking Z
Every generation writes their own story. Up-close and personal with GenerationZ!Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like,...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Marco Gruhn, Kerstin Klaer
Company: AB InBev
November 16, 2016
Research papers
Finding new stories in old data
Narrative psychotherapy has been around since the 70s-80s, helping people identify their resources and create a new narrative about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need also brands...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Oana Popa Rengle
November 16, 2016
Research papers
Recruiting fast and screening slow
Whether you provide your recruitment partner with a detailed screener, a persona pen portrait, or a quick list of bullet points, you may give little thought to exactly how and in what context those screening questions are asked during recruitment....
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Maya Middlemiss
Company: Saros Research Ltd
November 16, 2016
Research papers
China's mega-app as a storytelling medium
The widespread use of the phone app WeChat by Chinese consumers has created a unique form of digital communication in China.Psychologically, WeChat use has created a unique Chinese digital subjectivity - a WeChat behavioural mindset.Motivated to...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Jerry Clode
November 16, 2016
Research papers
Welcome to the club
This paper will question the role of objectivity across three parameters: a) what motivates us as human beings, b) key cultural shifts which have taken hold and introduced a change in values and 3) a change in client priorities. This paper will then...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Steve Hill, Rhiannon Price
Company: Northstar Research
November 16, 2016
Research papers
