Giving control of your history to participants

Date of publication: September 8, 2019

Abstract:

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.


  • Video
  • This could also be of interest
Advertising research utopia 1961? Authors: Wolfgang Schaefer
Advertising research utopia 1961? (German) Authors: Wolfgang Schaefer
Word of mouth and media Authors: Berend H. Feddersen
Word of mouth and media (German) Authors: Berend H. Feddersen
The use of the semantic differential in media research Authors: P. Duncan-Jones, John Clemens
Interviewing physicians Authors: Jules Klanfer
Possibilities or applying branding techniques to the marketing of industrial goods Authors: Karl-Heinz Strothmann
Distribution surveys about food-stuffs Authors: Philippe Baur
Econometric methods in forecasting sales of industrial products Authors: Michel Salomon, Pierre Aviron
Setting targets in advertising research Authors: Timothy Joyce