Pragmatism at light speed at light cost

Date of publication: November 28, 2004

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.

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