Irish cities uncovered: Revealing the culture of four cities in a meaningful way

Sheila Cunningham and Guy Perrem

This paper demonstrates how Heineken, the beer brand, uses research to define the culture for specific cities, focusing on the main cities of Ireland - Dublin, Cork, Galway and Belfast.

Irish cities uncovered: Revealing the culture of four cities in a meaningful way

Sheila Cunningham and Guy Perrem

View the presentation deck for this paper

Introduction

Culture is ethereal and it can be difficult for consumers to identify and explain. This paper describes research that was designed to meet the challenge of defining culture for specific cities. Providing insights into the cultural fabric of four Irish cities enables a portfolio of brands seamlessly embed themselves into each city's social fabric. The brands can then maximise their marketing opportunities in those cities.

Winning in the cities of Ireland -...

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