What women want

Date of publication: November 19, 2009

Abstract:

This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women's perspectives on advertising. A new software application (SenseMaker), which brings narrative research to a higher level, is introduced. This software enables to up-scale the narrative data collection and detect signals in complex human data. First results using this method are shared. Based on initial analyses the presenters explain how to explore and interpret patterns in the complex human data.

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