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Catching the Exception
An in-depth qualitative social media analysis to uncover unexpected usages of plant-based Alpro products: #newrecipe #cleaneating #plantpower
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Redefining qualitative research by combining different methods in order to find new, special and trendy usages. With this case study we want to evaluate the added value of social media analysis within Usage & Attitude (U&A) research to: 1. Get a deeper understanding how consumers use plant based products; 2. Unravel additional, exceptional and creative ways how these products are used.
Author(s):
Chayenne Meers, Suzanne Mulier
Collection:
FUSION 2018
Keyword(s):
Statistic Analysis, Online Focus Groups, Social Networks
Date of publication:
November 2018
ISBN:
-
Order Code:
341356_FQ20
Number of pages:
16