Between Big Data and Pillow talk

Posted on 1st March 2018 by Berlin in Global News, Non classifié(e)

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!

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Happy Thinking People GmbH
Blumenstr. 28, D-80331 München
Tel: +49 89 290040 4000
Fax: +49 89 290040 4027

Happy Thinking People GmbH
Rosenstr. 17, D-10178 Berlin
Tel: +49 30 327986 8600
Fax: +49 30 327986 8620

Happy Thinking People AG
Stauffacherstr. 101, CH-8004 Zürich
Tel: +41 44 204 16 26
Fax: +41 44 204 16 27

Happy Thinking People Pvt. Ltd., 201, Sai Nara Building, 21 North Avenue,
Linking Road (Above Kotak Mahindra Bank), Santacruz (West), Mumbai, 400 054
Tel: +91 226 6905400
Fax: +91 226 6905454

Happy Thinking People France SAS
20, rue des Capucines, F-75002 Paris
Tel: +33 1 53 66 60 95
Fax: +33 1 46 27 05 35