Circling the square - converting consumer insights into actionable recommendations

Crystal Nathan and Johanna Campbell

This article aims to demonstrate the power of qualitative insights and how they can be converted into actionable recommendations.

Circling the square – converting consumer insights into actionable recommendations

Crystal NathanThe Nielsen Company, Australia

Johanna CampbellFrucor Beverages, Danone, Australia

PREAMBLE

“My goal is simple. It is a complete understanding of the universe, why it is as is and why it exists at all.” Stephen Hawking

Although the goal is termed as simple, it is a monumental albeit fascinating task and qual research often gets endowed with that task in a marketing environment. Hence, the hunt to explain the reasons behind a particular phenomenon or phenomena and arrive at insightful solutions continues.

Having said that, Qualitative...

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