The Association for Qualitative Research
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Planning cycle

A conceptualisation of the process of developing and sustaining a brand, through product and communications development. It is usually described through a series of questions;

  • where are we?
  • why are we here?
  • where could we be?
  • how could we get there?
  • are we getting there?;

and eventually round full circle to "where are we?" again. It provides a useful framework within which to think about the objectives of a specific research project.

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