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Pragmatism at light speed at light cost

Date of publication: November 28, 2004

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004

Authors: Oliver Horn, Sandrine McClure

Abstract:

This paper describes how qualitative research helped Beringer Blass Wine Estates develop its Australian Wine Regional portfolio offer in the United Kingdom. It takes readers through the project journey from the emergence of issue client side to the final implementation of the results. It further uncovers that when time and budgets are constraining, insights can still be uncovered through maximum client involvement.

Oliver Horn

Author

This is a long description of some author details.

Sandrine McClure

Author

This is a long description of some author details.

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Horn and McClure (2004a, November 28). Pragmatism at light speed at light cost. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-sry-light-touch-