Global research transition

Date of publication: June 15, 2012

Abstract:

This presentation 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.

Corrine Sandler

Author

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Jenna Alexandre

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