Qualitative Case Study - Hallmark's Journey into Social Media
Monday, August 1, 2011 at 5:43 AM 
This is an excellent presentation that showns the positives and negatives of Hallmark using Social Media for market research and new product development. The deck was written by Thomas Brailsford, Consumer Understanding & Insight Manager at Hallmark and presented at the Market Research in a Mobile World 2011 conference in Atlanta.
Greenbook stated in a review of Brailsford's presentation:
"It’s hard to imagine anything more inspiring to qualitative researchers and users than hearing two top insights executives declare that — despite the significant amount of sophisticated quantitative research they need to do — nothing delivers “more bang for their buck” in terms of “activating decisions” than the compelling “human connections” that qualitative research can provide. This includes mobile qualitative, which has made human connections possible in countries that previously fell beyond the reach of research. Ravi and Tom agreed that mobile qualitative research will continue to gain a larger share of their total research budgets as mobile adoption and utilization continues to grow worldwide."