H/T/P presenting with Zalando at the 2018 VSMS Conference in Zürich
Marketers across the globe are increasingly inundated by data – sales figures, click rates, financial metrics and more. Consumer behaviours are becoming increasingly transparent in a digitalised world.
What’s the precise role for qualitative research in such a data-rich, behaviour-first world?
What does it take for smaller data sets – qual – to work effectively within a world of analytics and Big Data – at the design stage, during fieldwork, at analysis and in sharing results?
Zalando, Europe’s leading online fashion platform, heavily data-driven, and with a strong performance-metrics focus, is presenting with Happy Thinking People at the upcoming annual Conference of the Verband Schweizer Markt- und Sozialforschung in Zürich Oerlikon to address these questions, showing how it used qualitative research to help it address a business problem.
We share a case showing how a contemporary qual design – using a 4-country Online Community – helped Zalando gain a fuller understanding of consumer choice, leading it to re-assess its approach to online advertising.
If you can’t attend the event, but would like to learn more – please get in touch!