Bringing insights to life
Claudia Antoni and Edward Appleton focus on insight activation strategies, with case studies on how H/T/P brought insights to life.
A case study demonstrating how qualitative research can really bring insights to life - using ethnographies and storytelling techniques to shape authentic personas based on existing quant. segmentation work. It can also reveal hidden opportunities - segments that have been overlooked that are in fact relevant for NPD and strategy focus.
Happy Thinking People is presenting at the upcoming BVM Kongress from 7 – 8th June.
With a paper called “From Zero to Hero” Anton Kozka will be sharing a case study about how we helped a drinks manufacturer bring an existing segmentation study to life.
It’s a fascinating example of how skilful qual research can help clients see people behind the names.
Using a mixture of ethnographies, conversations with storytelling techniques, our challenge was to create authentic personas based on the corresponding segments.
The qualitative journey revealed more than we anticipated – one segment in particular proved much more interesting than assumed from the original label assigned from the quant study.
Giveaway teaser – our main message: don’t call people names 😉 before you’ve talked to them.
If you’d like to learn more, join us at the Kongress – you can find out more and sign up here: Congress Programme 2021
If you can’t make it, or if you’re not a German speaker, please drop us a line and we can tell you more.
Our second contribution to the event is on the following day. Edward Appleton is participating in a round table discussion on the topic of the latest developments in qualitative research.
Moderated by Patricia Blau (G.I.M), with Christiane Quaas (Sanofi), Dirk Frank (ISM Global Dymanics), Barabara Lang (Point Blank) the group will look at the changing role of conversations in an age of digital behavioural insights.
The backdrop in form of a provocative question: do researchers actually need to talk to people anymore?
In an age of web scraping, AI and increasingly large data sets, there are voices that suggest sophisticated data mining tools make in-depth interactions with respondents redundant.
We’ll be writing more about this in the coming days, so watch this space!
Please of course feel free to get in touch, drop us a line – email@example.com
or call us!