The stories you tell: Crafting managerially relevant articles based on qualitative research

Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms.
Akaka and Schau

Management Slant

  • Big data provide insights into what is happening in the world but data do not explain why or how social change occurs, markets emerge and evolve, brand engagement is inspired and sustained, use practices are created and modified, and consumer identity projects are enacted.
  • The proposed systematic sensemaking approach draws on qualitative methods to derive deep insights into lived market experiences, including consumption journeys, market-oriented collectives, and practice diffusion and adaptation.
  • Qualitative research provides in-depth explanations that can reduce uncertainty in emergent and evolving advertising contexts and help develop new marketing strategies and theories....

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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

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