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Research papers
Stories from the fringe: The people strategy forgets
The most engaging stories are usually the ones whose characters live on the fringe, disrupting the norm and the expected.With this paper we showcase how by understanding the fringes you can magnify the trends and insights seen in the mainstream. How...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Peter Harrison, Vangelis Skouras, Ian Pierpoint
November 16, 2016
Research papers
The river, the mud, the sieve, the gold
This presentation is of huge importance to the audience:-It is a pro-active tool, uncompromised research design-It is a subject of high societal impact (charity)-Unique: a narrative database for a domain, that can be used by singular brands within...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Author: Jochum Stienstra
Company: Ferro Explore!
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
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
The walking Z
Every generation writes their own story. Up-close and personal with GenerationZ!Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like,...
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Marco Gruhn, Kerstin Klaer
Company: AB InBev
November 16, 2016
Research papers
