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Who's in Charge?

 Who was involved in the study? 
Postgraduate designers and foundation staff

 what arguments does the article make? 
Psychographics
Personality, values, opinions, attitudes, interests and lifestyle 

 Nike has a split demographic between leisure and sportswear however there is overlap between the two cultures, therefore, their branding can be fairly generic. 

 Qualitative/quantitative data analysis 
Quantitative data describes responses in a numeric fashion for example a percentage of yeses on a questionnaire. 

 Qualitative data cannot be expressed numerically and therefore can be harder to analyse. For example Other (please specify). 

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