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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
