Abstract:

Business management, strategy development and corporate leadership are rational decisions or behaviors. They aim at maximizing companies' revenues and profits and are based on numbers and quantified analyses. But are they really? Can they and should they anyway? In this presentation, we will share based on our experience as strategy consultants, how qualitative research can play a critical role in helping corporate leaders get a finer understanding of their markets and make truly customer centric strategic decisions. We will present how qualitative research can be used to get senior executives to see and live the customers' and consumers' reality beyond numbers; to emotionally engage them, helping their decision making and later the communication of their strategy to their organisation.