Striking gold in the qualitative mine

This paper proposes a three-step model to understanding the consumer's world beyond the category. It proposes that this more sophisticated approach generates more meaningful and powerful insights for the client.

Striking gold in the qualitative mine

Jem Wallis and Vanessa BrieseHeartbeat Trends Australia Pty Ltd, Australia

INTRODUCTION

In order to build vision and generate strong insights to impact business, we propose there are three steps that researchers should...