Abstract:
This presentation illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumersâ 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.
This could also be of interest:
Research Papers
Global research transition
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Jenna Alexandre, Corrine Sandler
 
March 26, 2012
Research Reports
Global Market Research 2010
Catalogue: Global Market Research
Author: ESOMAR B.V.
 
September 13, 2010
Research Papers
Global marketing research to support global marketing
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Lisa Rayder, Charlotte E. Sibley
 
September 14, 2003
