Qualitative research creates a nuanced understanding that brings the customer to life in the marketer’s mind and informs the marketer how to “live the brand” with every consumer touchpoint. This course provides an in-depth review of qualitative research tools, including analog tools (immersion and ethnography) as well as the digital ones (video chats, geointercepts, bulletin boards and online diaries) that help remove the veils and uncover the customer’s truth. The curriculum is highly experiential and is based on real-world immersion, instructor lectures, and cases. Students will do a “deep dive” into the customer’s life by studying a selected consumer subculture (a consumer group that exhibits patterns of behavior that differentiate it from the larger society); experience the world from the subculture’s point of view using both analog and digital qualitative research tools; and design a comprehensive customer experience that will surprise and delight this subculture. Learn how no detail in the customer experience is left to chance when a marketer truly is “living the brand.”
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