Global Brand Power: Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) by Barbara E. Kahn

Author:Barbara E. Kahn [Kahn, Barbara E.]
Language: eng
Format: epub
Tags: Mobilism
Publisher: Wharton Digital Press
Published: 2013-03-05T00:00:00+00:00

Messy Data, Valuable Insights

These different qualitative research techniques are all designed to help firms understand what is going on in the minds of consumers. They provide consumer insight and so may call into question fundamental assumptions a firm is making.

Since these techniques probe deeply into consumers’ minds, the data are of necessity messy and idiosyncratic. As such, they are unstructured and difficult to aggregate. Further, sampling bias is a huge problem in interpretation. Even with the help of video cameras that allow for the collection of behavior across a large sample, creating a cohesive summary of behavior is challenging. Without mechanical help, personal interviewing methods are expensive and limit the ultimate size of the sample. Personal interviews are also subject to interview bias.

On the plus side, these methods are critical for understanding consumers’ lives; seeing how products and services fit into behaviors, relationships, and goals; and ultimately understanding the relationship consumers have with brands. But given the limitations of small sample sizes, biased interpretation, and problems in generalization, many different methodologies should be used to triangulate the findings and look for convergent results.

Good qualitative research, interpreted correctly, can then be used to generate the hypotheses, frameworks, and structures to be tested on large sample sizes and analyzed using conventional quantitative methods. We will explore these quantitative methods, and methods that assess how to prove a monetary valuation for the brand asset or brand equity, in the next chapter.

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