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The new visual language of brands
Every brand should tell a short story because every consumer intuitively seeks a story: discover what drives a compelling story, how to tell it effectively and how to change consumer minds.
Catalogue: Global Qualitative 2017: Back to the future
Author: Nick Gadsby
January 11, 2017
Videos
UMOJA
A story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how innovative mobile qual is helping Diageo teams make better business decisions routed in local culture.
Catalogue: Global Qualitative 2017: Back to the future
Authors: Gavin Holt, Paul Robert Thomas
January 11, 2017
Research papers
Fell in love at first sight or started as a friend?
Can an ancient method be as powerful as the most advanced ones? Our answer is yes, at least about exploring customer experiences. The method we chose is oral storytelling. Our approach, "Recollection, Repetition, and Reflection," employing modified...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Tomoko Yoshida, Akiko Hoshi
Company: INTAGE HOLDINGS Inc.
November 16, 2016
Research papers
A tale for king and country
On 24 March 2016, one of the market researchers of the Dutch Tax and Customs Administration (the tax authority) was invited by the Dutch King to tell him about the insights gained on the Dutch citizens in relation to self-reliance and what that means...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Anke Bergmans, Jo van Kruchten, Arjen Van Ulden
November 16, 2016
Research papers
Finding new stories in old data
Narrative psychotherapy has been around since the 70s-80s, helping people identify their resources and create a new narrative about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need also brands...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Oana Popa Rengle
November 16, 2016
Research papers
China's mega-app as a storytelling medium
The widespread use of the phone app WeChat by Chinese consumers has created a unique form of digital communication in China.Psychologically, WeChat use has created a unique Chinese digital subjectivity - a WeChat behavioural mindset.Motivated to...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Jerry Clode
November 16, 2016
Research papers
Real to reel
Did you know that videos are shared 12 times more than links and text posts combined on Facebook?In a world where we live increasingly digitised lifestyles, where video on demand is increasingly the norm and our penchant for movies shows no sign of...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Graeme Lawrence, Sally Lewis
Company: Join the Dots InSites Consulting
November 16, 2016
Research papers
New visions
Luxottica used research to help them to understand the barriers behind the resistance and what actions could overcome them. China, India and Brazil were identified as key countries that would help understand barriers and identify actions. The overall...
Catalogue: Congress 2016: #WOW
Authors: Simona Sbarbaro, Giuseppe Tonolini
September 22, 2016
Videos
