International Chapter: Re-thinking branding
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Re-thinking branding: How to turn insights from qualitative research into tangible strategies and action plans for organisations

When: September 19, 2017
6:00-7:30 CEST
Where: Online Webinar
Contact: Hana Klouckova

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A webinar on September 19th from 6:00pm - 7:30pm CEST.

Title: Re-Thinking branding

Re-thinking branding: How to turn insights from qualitative research into tangible strategies and action plans for organisations

As a qualitative research consultant one might feel the frustration of seeing one’s insights being pilled-up somewhere, stored away, and, hence, not being translated into concrete actions by companies. In this talk, we discuss how one can turn the qualitative insights from in-depth interviews into strategic actions for corporations, political institutions, and NGOs. We show that qualitative research offers central clues for action plans that are accepted by the organisation and deliver results. In the talk, we draw from our experience as strategy consultants and our newest book “Marken für Menschen” (Re-thinking branding”) . 

To unlock this translation of qualitative research into actions, it is however paramount to change one’s view of how a strong relationship between a company and its clients emerges: In contrast to the misconception that strong brands can be “made” by actions on the surface, i.e. corporate design and advertising, we argue that a strong brand only arises if concrete performances are made central to the brand development. If one has adopted this view point, then the detailed insights gained in qualitative research can be connected directly with relevant plans of actions. 

Thomas Harder and Nicolas Wüthrich are the owners of Swiss Brand Experts Ltd in Zurich, Switzerland, specialised in brand-based development of corporate and institutional strategies. Qualitative research builds the foundation of their approach to strategy questions: All of their projects start with open in-depth interviews with their client’s consumers. Thomas, a lawyer by training, has gained extensive experience in various corporations  before founding Swiss Brand Experts in 2005. Nicolas, who taught at the London School of Economics, has published on foundational questions about qualitative research in the context of his academic work in Philosophy of the Social Sciences. Both publish frequently in leading news outlets and journals and are also lecturers at Zurich University of Applied Sciences.

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