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Research papers

Striking gold in the qualitative mine

This presentation proposes a three-step model to understanding the consumer's world beyond the category. It proposes this more sophisticated approach generates more meaningful and powerful insights for the client.Critical to the model is the...

Catalogue: Consumer Insights 2005
Authors: Jem Wallis, Vanessa Briese
November 15, 2005
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Citation

Wallis and Briese (2005a, November 15). Striking gold in the qualitative mine. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/striking-gold-in-the-qualitative-mine