The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Arfa Syed and Tooba Kamil

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Introduction

In today's connected yet cluttered world, creating differentiation and relevance on the digital medium is an uphill task. It requires brands not to have a communicable platform and other intangible resources, but a heavy budget to invest. Hence, this research seeks to create and validate a new approach for brands to develop a fusion based approach aiming at more meaningful and differentiated digital communication strategies. This methodology focuses on enabling marketers to contextualize the online data and derive digital campaigns for brands that have consumers at their heart.

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