The contribution of qualitative research to advertising creativity (Spanish)

Date of publication: June 15, 1997

Author: Jorge A. Alisio


This paper presents a case study of qualitative research, working side by side with the client and advertising agency, to develop a new successful communication strategy for a fuel product line. It covers methodology, technical criteria, and analysis of the data and highlights the contribution of projective techniques and semiological analysis. Finally, it includes market results via a national post-test.

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