Breathing life into research data

A study is described that used highly creative methods to collect qualitative information from a complex audience - emergent drinkers - and developed exciting and ground-breaking ways of communicating the findings to company management at Allied Domecq.

Breathing Life into Research Data

Bill Pegram, Pegram Walters and Dr Shirley Acreman, Allied Domecq, describe an innovative way to communicate research findings to company management

Researchers are always looking for more effective ways of collecting data, using increasingly sophisticated techniques to gain real insights into the workings of consumers minds. But it is probably fair to say that they have tended to devote less time to thinking about how they feed this information back to marketing management.

In this article, we describe a study we conducted that addresses both of these areas. First, it used highly...

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