Abstract:

Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.