Just Married! A love story between qualitative research and social listening

This paper examines the methodological possibilities of social media listening and traditional qualitative interviewing techniques, demonstrating how the confluence of the approaches work in the German women’s fashion industry.

Just Married! A love story between qualitative research and social listening

Daniel Fazekas and Ilka Kuhagen

Introduction

This paper uses a case study to shed light on the methodological possibilities that open up with the combination of social media listening and more traditional qualitative interviewing techniques. It demonstrates on an applied level how the confluence of research approaches work.

The client, the objectives, the questions

G+J, a subsidiary of the Bertelsmann Group, is on its own Europe's largest publishing house with titles in over 20 markets and millions of readers and users across its media properties. Iconic magazine titles the...

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