My friend, the brand
Narrative in qualitative online research
Approaches from narrative and systemic psychology bring new life to brand measurement, says Julia David from Produkt + Markt. In Research & Results, she presents two tools that can be used to determine consumer experience and relationship with the brand in qualitative online surveys.
researchundresults-issue-1-2020-narrative-in-qualitative-online-research-produkt-markt.pdf