Often in marketing and advertising we have to quickly run out of our air conditioned offices, grab a few unsuspecting people and ask them pointy questions, the answers to which are then constructed into powerpoint slides and passed off as “qualitative” research. Fortunately the digital space opens up opportunities to make new attempts at observing and measuring actual behaviour and conversations in statistically significant numbers.
Here is a visualisation of the major conversations that are going on amongst the parents in Singapore. And not everything is obsessing over the kids. Check and uncheck a few boxes, go inside the links and dig deeper, play with it and see what insights you hit upon. Enjoy