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 conducted for Zalando in four Nordic countries and focus on two major hypotheses.
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 go on to demonstrate a move away from traditional objectivity in market research by outlining a case study conducted by Northstar Research on behalf of Jaguar Land Rover.
This case study takes place amidst a familiar backdrop sector funding cuts driving service reform. In this instance, this meant the proposed integration of separate behaviour change support services- for smoking, excessive alcohol consumption, inactivity, and poor diet- into a holistic, healthy lifestyle service offer.
This paper uses a case study to shed light on the methodological possibilities that open up with the combination of social media listening and ore traditional qualitative interviewing techniques. It demonstrates on an applied level how the confluence of research approaches work. The research project's objective was to provide data and inspiration to the client's team to move their media product's proposition forward and build their business.