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Striking gold in the qualitative mine

Date of publication: November 15, 2005

Catalogue: Consumer Insights 2005

Authors: Jem Wallis, Vanessa Briese

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.

Jem Wallis

Author

This is a long description of some author details.

Vanessa Briese

Author

This is a long description of some author details.

Magazines

Research World (December 2004)

Catalogue: Research World 2004

Author: ESOMAR B.V.

 

December 1, 2004

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Citation

B.V., E. (2004a, December 01). Research World (December 2004). ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/research-world-december-2004-


Research Papers

Learning about consumers through a new bricolage

Catalogue: Latin America 2005

Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch

 

October 23, 2005

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Citation

Wallis, Marjenberg and Knoploch (2005a, October 23). Learning about consumers through a new bricolage. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/learning-about-consumers-through-a-new-bricolage


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

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Citation

Desai and Souda (2019a, November 10). Tale of two countries: UK and Singapore. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/tale-of-two-countries-uk-and-singapore


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Citation

Wallis and Briese (2005a, November 15). Striking gold in the qualitative mine. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/tale-of-two-countries-uk-and-singapore