Alphabet


		WHAT WE OFFER Fields in which we operate Principles guiding our work Brand studies Advertising pre-test Name tests Name invention Packaging research Brochure evaluation Magazine research Website analysis Trend research METHODS General approach Focus groups Ethnographic research Desk analysis Semioscreen Trend analysis Co-creation Quantitative research Online research CLIENTS WHO WE ARE EVENTS CONTACTS

ESOMAR MEMBERSHIP Alphabet is a member of ESOMAR, the world organization for enabling better research into markets, consumers and societies. As such, it complies with the ICC/ESOMAR International Code of Marketing and Social Research Practice.
AQR MEMBERSHIP Alphabet is a member of AQR, The Association for Qualitative Research (one of the most prestigious associations in this industry). ALPHABET'S SENIOR PARTNERS
Joseph Sassoon Joseph graduated in Economics at Milan’s Bocconi University and in Political Science in Milan’s Università degli Studi. He then taught Sociology of Mass Media for many years, until 2001, at the Department of Sociology in Milan’s Università degli Studi. He became involved in market research during the 1980s. Before founding Alphabet in 1995, he was for ten years Communication Research Manager at CRA, the ad hoc research agency of Nielsen in Italy. He also found the way to make his two main jobs converge by teaching Focus Groups Techniques at the university. Given his inclination to cross borders, he started working in semiotics applied to marketing research in 1985 (one of the first in Italy to do so). Since then he has carried out a great number of research projects on brand and communication matters for Italian companies and foreign firms doing business in Italy. He has also conducted extensive qualitative research in the US, several European countries and Asia (Japan, China, Thailand). From January 2009 he has been a member of the Scientific Committee of the Barilla Center for Food & Nutrition Advisory Board.
Stefania Girod Although she is Swiss, Stefania has always lived in Italy. She graduated in Sociology at the Political Science faculty in Milan's Università degli Studi. Stefania has always had a passion for field research, anthropology and multicultural issues. In this perspective, she has conducted important qualitative research both in Italy and abroad (for example, by interviewing people in four languages in an Israeli kibbutz). Starting work for Alphabet in 1995, she now heads the qualitative department. And takes charge of implementing research projects, training new collaborators and other organizational matters.
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