Value of Vir-ture - Virtually Understanding Culture: Fusion futures - In practice (methodologies & tools)

A leading laptop brand captured consumer perceptions in India, Germany, China and the US through an online approach focusing on cultural insights.

Preface

We regard value to something that can substantially demonstrate its significance. Significance could come from novelty, eminence or an interesting combination of these. This paper proposes a methodological approach that offers a clear-cut edge in accelerating the understanding of consumers' cultural context. Let's ask ourselves some powerful questions: Does socio cultural understanding and speed go hand in hand? Does virtual exploration and depth of understanding go hand in hand? Does technology and qualitative go hand in hand? This paper will help answer all of the above and more by providing a holistic approach to answering research questions with client...

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