Abstract:

Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.