Abstract:
The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer sophistication. Increasingly, qualitative research is being sought to strip the consumer bare - to reveal the deepest, most human truths, to unleash creativity in unprecedented ways, to facilitate stories and unearth insights that inspire 'future-proof' brands. As clients recognize that mass marketing is old and ailing, as psychographic and segmented approaches are being more widely adopted, as creating experiences that stretch brands without breaking them become all too important, as the world becomes a lot more nuanced, it has never been a more appropriate time to approach the consumer differently.
This could also be of interest:
Videos
In pursuit of human truths
Catalogue: MENAP Forum 2017: Connecting And Collaborating For Impact
Authors: Dina El Sehrawy, Yasmin Badawi
Company: KANTAR TNS Malaysia
June 15, 2017
Research Papers
In pursuit of happiness
Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Karan Kumar, Surabhi Talwar Sekhar
 
May 13, 2018
Videos
In pursuit of happiness
Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence
Authors: Karan Kumar, Surabhi Talwar Sekhar
 
May 23, 2018
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)