Constant surveillance

This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes to dig deep into consumer context and generated options to crack barriers and deliver new insights.

constant surveillance

Where research plays Sherlock Holmes

Neerja Wable Sharmila Das Harjyoti GhaiIMRB andAnand Verdhan Commercial Market Strategies Project

Introduction

This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes (Figure 1) to dig deep into consumer context and generated options to crack barriers and deliver new insights. Holmes' legendary 'Elementary, Watson' repartees have regaled us for decades. But the true motive of adopting this sharpnosed detective to present our case lies in his relationship with the obvious. Holmes was a true champion of the...

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