Qualitative research - the glue for fragmented brands?

This paper aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets.

qualitative research the glue for fragmented brands?

Mark Whiting JAs Heennessy & Co andSandrine MonnierMcClure Green Light International

A Brief History

The Hennessy family recognised the power of branding long before most of today's leading brands...