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

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