Innovation In And Through Qualitative Research - Notes From QUAL360 APAC

In a recent article, I wrote that qualitative research is not only alive and kicking, but also has seen a lot of growth in 2016. If the latest Qualitative360 conference in Singapore is any measure, this can definitely be confirmed. Not only was the 7th annual conference attended by a record number of delegates, but it also saw strong client side participation, showing that more and more clients realise the value that qual can provide for their business.

Innovation through Qual

General Mills India doubled the sale of its newly launched “cooker cakes” in just three months. How? The company set out to identify key barriers that prevent consumers from making cake at home and created a product to tackle these. By creating a cake that can be made using traditional cooking equipment – and cooking methods, the company removed two important barriers.

In an entirely different market, Lego used digital qual to understand purchase behaviours. By closely following the online shopping journey, the company not only learned to better understand consumer decision making processes but also that online shopping is often not done alone, with the partner shaping, or even making, purchase decisions.

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