My friend, the brand

Narrative in qualitative online research

Approaches from narrative and systemic psychology breathe new life into brand measurement, says Julia David. In R&R she will present two tools that can be used in qualitative online surveys to determine the consumer’s experience of and relationship to a brand.

Research&Results issue 1-2020 Narrative in qualitative online research Produkt+Markt.pdf Filesize: 230,79 KB
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