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Circling the square

Date of publication: February 11, 2009

Catalogue: Consumer Insights 2009: The Pragmatic Approach

Company: Nielsen

Authors: Crystal Nathan, Johanna Campbell

Abstract:

The presentation demonstrates how qualitative research can unearth consumer insights and convert them into actionable recommendations. The case study presented illustrates the manner in which consumer insights have been translated and activated in the energy drink category. The results are based on a series of qualitative groups and ethnographic sessions conducted in Australia.

Crystal Nathan

Author

This is a long description of some author details.

Johanna Campbell

Author

This is a long description of some author details.

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Nathan and Campbell (2009a, February 11). Circling the square. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-a-new-square-1-litre-orange-squash-pack-for-sainsbury-s-