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Research papers
From Prejudice to Pride to Progress
How research helped the German government "get diversity" and build a bridge to the LGBTQIA*community, allowing truth to speak to power Inclusion and diversity have become central to very many corporate, brand and governmentalambitions over the past...
Catalogue: Dynamic. Diverse. Digital
Authors: Oliver Schieleit, Edward Appelton, Dolores Domke
Companies: Happy Thinking People, Hochhaus Agentur GmbH
June 21, 2022
Research papers
Out with words - Are pictures the new black?
In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new...
Catalogue: Congress 2017: Visionary
Authors: Sarah Jin, Anton Kozka
Company: Happy Thinking People
September 4, 2017
Research papers
Zalando: The journey from data to emotion
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...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Sebastian Prassek, Anne Strauss
Company: Happy Thinking People
November 16, 2016
Research papers
Retail's next top model
Marketers have always asked researchers for a model that represents consumer decision-making in an easy-to-work-with format. Naturally, researchers have tried to simplify the real life context to an often-linear step-by-step process, from need via...
Catalogue: Global Qualitative 2015: Creative! Collaborative! Cool!
Authors: Lilli Mix, Janine Katzberg
Company: Happy Thinking People
November 18, 2015
Research papers
Treasure hunt
Games are not only easy and quick but are also highly involving for respondents, researchers and clients alike. Games are also an excellent tool to project people's minds into real life situations and to simulate complex decision-making processes....
Catalogue: Global Qualitative 2014: Research Renaissance
Authors: Sebastian Prassek, Nina Keller
Company: Happy Thinking People
November 18, 2014
Research papers
AUTO BILD market barometer connectivity
'Connectivity'-one of the biggest opportunities as well as one of the greatest challenges for the automobile industry was the focus of the 2012 Auto BILD market barometer. The AUTO BILD market barometer is the representative, annual study from...
Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business
Authors: Clarissa Moughrabi, Nicolas Loose, Thomas Schindlbeck
Company: Happy Thinking People
May 24, 2013
Research papers
