Abstract:
This presentation proposes a three-step model to understanding the consumer's world beyond the category. It proposes this more sophisticated approach generates more meaningful and powerful insights for the client. Critical to the model is the development of a qualitative database the client can mine to strike gold for their brand. The presenters demonstrate what kind of work can be generated by mining this database, what is required to build the database and how it has been mined by clients and researchers working as a team to generate new and different insights.
Magazines
Research World (December 2004)
Catalogue: Research World 2004
Author: ESOMAR B.V.
 
December 1, 2004
Research Papers
Learning about consumers through a new bricolage
Catalogue: Latin America 2005
Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch
 
October 23, 2005
Research Papers
Tale of two countries: UK and Singapore
Catalogue: Fusion 2019
Authors: Daksha Desai, Preriit Souda
Companies: Athene Consultancy, PSA Consultants
November 10, 2019
