Qualitative research alone or with other forms of research has proven valuable to marketers and businesses who want to better understand their customers and target audience. The Cultural Effectiveness Council has been working on original research on today and tomorrow’s qualitative approaches. Moderator Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and Senior Vice President at Ipsos UU, speaks to her council colleagues on this initiative. 

A conversation with, Alexa Blechman, Senior Director of Cultural Insights at A&E Networks, Tony D’andrea, Multicultural Marketing Manager at General Mills, Danielle Hemsley, Director Of Research Strategy at Cassandra