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Zalando: The journey from data to emotion

Date of publication: November 16, 2016

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Company: Happy Thinking People

Authors: Sebastian Prassek, Anne Strauss

Abstract:

This paper discusses the importance of a comprehensive brand understanding and thus the essential need for qualitative market research for Zalando as a mainly data-driven company. To illustrate and support empirically, we have documented a case study conducted for Zalando in four Nordic countries and focus on two major hypotheses.

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