The Good Old Qual Comes to Rescue Your Digital Spend
Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.
- Kantar needed to leverage and co-create digital ideas for brands, by making the best use of current methodologies in qualitative research and complimenting the findings with other data sources.
- Kantar found that brands are struggling with digital communications because they are busy sending out hardcore brand ideals without first connecting to consumers’ deeper truths to create a dialogue.
- The research design revolves around co-creation and making best use of various data sources to exploit and understand the deeper human truths that can serve as fertile platforms for meaningful and relevant digital communication.
- The framework gives evidence that there is merit in revamping traditional qualitative methods by upgrading our skills of integration and co-creation, and gives a clear idea that holistic psychographic targeting is extremely important for marketers and brands.
The Good Old Qual Comes to Rescue Your Digital Spend
Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.
- Kantar needed to leverage and co-create digital ideas for brands, by making the best use of current methodologies in qualitative research and complimenting the findings with other data sources.
- Kantar found that brands are struggling with digital communications because they are busy sending out hardcore brand ideals without first connecting to consumers’ deeper truths to create a dialogue.
- The research design revolves around co-creation and making best use of various data sources to exploit and understand the deeper human truths that can serve as fertile platforms for meaningful and relevant digital communication.
- The framework gives evidence that there is merit in revamping traditional qualitative methods by upgrading our skills of integration and co-creation, and gives a clear idea that holistic psychographic targeting is extremely important for marketers and brands.
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Author's Profile
Arfa Syed
The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.
Author's Profile
Arfa Syed
The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.
Author's Profile
Arfa Syed
The first Pakistani in 75 years who has been published and presented in the global fusion events twice for her research papers. Her expertise includes numerous strategic researches for FMCG, Tobacco, oil, and gas, and pharmaceutical sectors.