Introduction
In an age defined by populism and rage, brands are increasingly drawn into socio-political debates. Rather than pushing out information to protect their brand equity, businesses have to reverse their thinking - and remember that the audience cares far more about their own reputation than any company's.
Qualitative research is ideally suited to navigate this landscape, if it focuses on how rather than what people think. This paper outlines a framework to apply when looking at issues impacting brands, and how this can translate into more effective strategies.
From the unsayable to the everyday
"Humans have a limited ability...