Beyond the obvious: Freud and the wreckage of verbatims

This presentation demonstrates how a tool that is as obvious as it is indispensable in the work of the researcher for gathering insights - verbatims - has a much greater potential than its often shoddy and repetitive use which we take for granted.

Beyond the obvious: Freud and the wreckage of verbatims

Luigi ToiatiFocus, Italy

VERBATIMS VOLUME ONE: THE WRECKAGE

“Sparsa almae fragmenta recolligam” (I shall collect the scattered fragments of my soul) - Virgil

There is something that often haunts the researcher: the obvious. We rush around looking for new techniques but rarely do we stop and think about the experience and knowledge we have developed during our careers, and which make us a professional or not. We want to demonstrate how a tool that is as obvious as it is indispensable in the work of the researcher...

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