Entries by Daryna

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A case study on eating behavior in China: Combining survey results with Big Data

Authors: Janna Lipenkova, Stephan Telschow (G-I-M) Market research is inherently biased: each method comes with its own limitations on authenticity and representativity which are rooted in our psychology. For example, survey research can suffer from acquiescence bias, in which case the respondent automatically says “yes” to any question that comes his way. As another example, […]

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Towards effortless coding of text data in market research

Author: Janna Lipenkova Market research surveys typically consist of two types of questions, namely “closed” and “open” questions. Closed questions limit the possible range of responses and result in structured data. By contrast, “open” questions allow the respondent to reply with free text, expressing their full-fledged, authentic opinion. This flexibility makes open questions attractive in […]

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Fashion insight: Gucci vs. Louis Vuitton

Authors: Xiaoqiao Yu, Daryna Konstantinova, Sonja Anton Comparing Alessandro Michele and Virgil Abloh Louis Vuitton and Gucci are quickly climbing the ranks as the most valuable international fashion brands of 2018. We compared the public image of Gucci’s design director Alessandro Michele, with Louis Vuitton’s menswear designer Virgil Abloh in China: So what? As the […]