What’s the formula that turns a brand’s research into consumer intimacy?
A new case study from Warc argues that this is the wrong question to ask. Rather that consumer intimacy can’t be achieved by the numbers or by the rules. It requires cultivating empathy for customers, and that can’t be produced by quantitative research alone. If a survey is a symphony, with every note, every question, planned in advance, then qualitative research is a jazz ensemble, with sudden riffs rising to emotional crescendos.