Getting close – from a distance
Sven Arn and Edward Appleton talk about new learnings in digital qualitative research.
With 50 video interviews across the globe using H/T/P’s storytelling technique TrueStories they suggest seven key hypotheses. Edward Appleton summarises the findings in an interview with German language online portal marktforschung.de – things may appear “normal”, but this is deceptive. There is an underlying new sensitivity and nervousness that brands need to respect.
Tapping into this successfully is a challenge for all brands looking to emerge from the coronavirus pandemic successfully.Read Article