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.
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