96 PART 2 CAPTURING MARKETING INSIGHTS ter p ha C 4 In This Chapter, We Will Address the Following Questions 1. What constitutes good marketing research? 2. What are the…

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1. January 24-25, 2013Igsummit.weebly.comUnderstanding User Expectations &Experiences in Brand/Product Development Ulf Hannelius, PhD, EMBA Aneega AB Stockholm, Sweden…

Slide 1Qualitative Research the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things An interpretive approach Greatest strength:…

1. StorytellingWhat Makes Your Customers Tick?Mark LightowlerGlobal Brand Director, Novartis& Storytelling Blogger1 2. A Marketing ProblemWhy do people seem not to listen…

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf The Process ZMET collage made for the D2D fund Communication applications: Determining the relevance of positioning…

1."A lot goes on in our minds that we're not aware of.Most of what influences what we say and do occurs below the level of awareness. That's why we need…

Slide 1 Qualitative Research âthe meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of thingsâ An interpretive approach Greatest strength:…