(Re) Searching: The Future Through the Past

Rose Tomlins, Laura Fry

This presentation outlines a model currently used to predict future patterns and behaviours by re-visiting existing qualitative data.

(Re) Searching: The Future Through the Past

Rose Tomlins, Laura Fry

INTRODUCTION

In this paper we will put forward an argument to advocate the validity and importance of qualitative research throughout times of economic uncertainty and change. Our argument is that qualitative research can enable us to make hindsight our friend and not our enemy. Far from ‘expiring’ or ‘going out of date’ we will demonstrate in this paper that qualitative research insights do allow for re-interpretation over time; that true insight does not simply ‘expire’ or go ‘out of date’, even when the market changes suddenly.

In...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands