Qualitative research

Date of publication: November 10, 2002

Abstract:

This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is fragmented. It then demonstrates how qualitative methods have successfully informed the evolutionary brand strategy, both at an ad hoc and above all at a continuous level.

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