Global research transition

Date of publication: March 26, 2012


This paper illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers' decision making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.

  • PDF
  • This could also be of interest