The discovery of what connects users with products and services is the engine that drives the need for research and insights. To understand this connection, brand companies need a well-rounded approach to gathering insights through quantitative and qualitative exploration and discovery.
In this presentation, Kelly discusses how to harness the power of qualitative research to round out the story and fully understand the emotional connection between users and products. Featuring a case study involving runners and athletic apparel, Kelly will show how various methodologies can be used to fully explore and understand loyalty to specific brands and products. The key is to immerse yourself in the runner’s life in situ, in the moment, in the closet, and on the trails. Rich insights will direct product development and marketing communication efforts all the way to the finish line!