Zalando: The Journey From Data to Emotion: How qualitative research helped a big data company change both its advertising and branding approach

This paper examines how Zalando, a European fashion e-commerce company, used qualitative research to investigate and improve its likeability in Nordic countries.

Zalando: The Journey From Data to Emotion: How qualitative research helped a big data company change both its advertising and branding approach

Anne Strauss and Sebastian Prassek

Introduction

Big Data and New Economy companies like Zalando are often driven by technical teams, engineers, controllers and other numbers-driven professionals, who often measure the company's USP and value propositions in technical functionality, pricing algorithms and tangible service terms.

Their attitude to market understanding and research is often built on a philosophy driven by a reliance on behavioural data, summarized as follows:

  • "If you have enough data about the what and manage to...

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