London

February 12-13, 2019

London
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All in One Bite: How Qual/Quant Hybrid Breathes New Life into an Organic Ice Cream Brand

Room 2 | 4:00-4:30 | Wednesday, February 13, 2019

Today, knowing the fundamentals of both quantitative and qualitative are table stakes for researchers. Gone are the days of specializing in just one or the other.

Today’s organizations are competing with one thing: consumer insight. The organization’s ability to leverage insight to craft meaningful messages, experiences and products or services is what will set them apart. Qualitative and quantitative are no longer mutually exclusive. They must work together.

In this presentation, using a case study as the core content, we will show the audience how qualitative and quantitative can be combined in real-time to offer powerful iteration, deliver value and create competitive differentiation.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Effective vendor/client relationship management
  • Storytelling/data interpretation
  • Industry trends – future of marketing research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • New techniques – qualitative and quantitative

Takeaways:

  1. Why blended methodologies offer more insight.
  2. How to leverage blended methodologies effectively.
  3. How qualitative and quantitative can be combined in real-time to offer powerful iteration, deliver value and create competitive differentiation.

Speakers:

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