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Why are Customers saying one thing and then doing something else?
Nicolò De Carolis (Consultant), Stefania Gogna (Consultant)
To deeply understand people’s behaviours and to get Actionable Customer Insights it’s becoming more and more important going beyond Observations and Information.
We are not studying a sole reality but many. That’s why Cultural Studies are so relevant, in a rapidly changing scenario. Brands are Cultural Artefacts; they don’t exist outside a Culture.
We will see a multi-way methodology for Qualitative Research, through actual case studies that reflect how Brands can tap into Popular Culture, how they can connect with different lifestyles, how they can understand cultural motivations behind rationalities (Deep Insights) and how they can communicate to new generations. We will answer the question: Why Cultural Mapping allows us to Think Outside the Box.
