Abstract:
This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an integrated model from a remix of methodologies, which incorporated qualitative, ethnographic and quantitative techniques aimed at finding opportunities for the development and positioning of a brand in a highly competitive and demanding environment. This case presents a model of interdisciplinary work and methodological integration and a new value proposition relevant and different for ETB Móvil.
This could also be of interest:
Videos
How to enter in a highly competitive environment without sinking (Spanish)
Catalogue: Latin America 2016: Research Renovation
Authors: Maria Claudia Foschi, Carolina MejÃa Posada
 
June 15, 2016
Research Papers
Customer research in a non-competitive environment
Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?
Author: Tim Burns
Company: Ipsos MRBI
June 15, 1993
Research Papers
Competitive intelligence in Europe
Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Chris West
 
March 1, 1999
