Qualitative Research in the 21st Century
From mythmaker to gardener
Understanding the world of participatory brands
Anita Black, Keith Navratil & Mitra Martin
Abstract
When Campers gave their shoe customers black and red markers and an entirely blank wall at retail, they ended up with a beautifully illustrated shop and customers that felt uniquely attached to the brand. What a clear and lovely illustration of a new era of brand relationships: the participant era.
Instances of a fresh emphasis on the participative experience pervade our culture today. Yet, there is a real lack of understanding about how and when it can be applied in the service of brands.
Participants in this session will learn when it is appropriate for brands to adopt a participative strategy, and how specifically to do so – as well as what today’s participant era asks of us as researchers.
Anita Black
Hall & Partners, USA
Anita has over 20 years experience in brand and communications research, mostly on the qualitative side (in many diverse categories, from tech to alcohol, baby products to pensions) but she has also worked as a client, a planner and a quantitative researcher. She enjoys working with smart clients and planners to shape strategy and inspire creativity. Her team focuses on helping clients uncover and develop breakthrough ideas, bringing clarity and direction to great strategy and working closely with agencies to develop engaging and distinctive creative work. She’s proud to manage and be inspired by a team of 40 qualitative consultants who travel the globe getting to know people for the benefit of such wonderful brands as Microsoft, UPS, eBay, BP, Honda, JetBlue and absolut
Keith Navratil
Hall & Partners, USA
Keith Navratil has over ten years experience in marketing communications and research. He began his career as a copywriter who dabbled in desktop design, but quickly realized that the part he liked best was talking to consumers – finding the insights behind the finished work – and bringing those truths to life in a meaningful way for his clients.
In his time at Hall & Partners, Keith has worked with several high profile agencies and brands at every point of the planning cycle. From initial brand exploratory studies to new concept and packaging launches to creative development and refinement work.
Mitra Martin
Hall & Partners, USA
Mitra has been studying the phenomenon of communication from many perspectives since 1997: as a brand strategist, account planner, qualitative researcher, writer and artist. Her big picture strategic thinking, combined with her sensitivity to the smallest yet often most relevant details, have led to valuable insights for her research clients across industries. She has had the privilege of consulting on many fascinating brands, both locally and globally.
KEEP ME INFORMED |