Qualitative Research in the 21st Century
Selling Islamic finance to Mr. Smith
Kalika Tripathi
Dipen Mehta
Abstract
In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, the authors explore the triggers and barriers that exist within typical companies, in this drive to gain better customer insights to fulfill the end need of innovation. This presentation highlights a case study where a partnership between a key client and a boutique agency helps arrive at feasible, business driven insights.
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