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Qualitative device
Information gathering techniques
Brand Equities: Fond(s) de Marque®
Decision Driver Analyses
Concept Labs
Brand Charters
Innovation Labs
3-60 Diagnoses
Advertising pre-tests
Packaging Analyses
Insight Research
Internal Company Auditing
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Shift System [Trends,
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qualitative device

There exist 3 research objects in the qualitative approach : their synergy allows for maximum insight into the marketing decision