Going to the edges for inspiration: Why it's right to talk to 'extreme' consumers even if you are a mass-market brand

This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.

Going to the edges for inspiration: Why it's right to talk to 'extreme' consumers even if you are a mass-market brand

Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky ParsonsPepsiCo and Sense Worldwide

Introduction: The need for inspiration

Innovation has become the mantra of the markets. Everyone is clamouring for more of it - from the C-suite of global corporates to shareholders, analysts and consumers themselves. The pressure on internal teams to deliver risk-managed innovation at speed has mounted considerably.

In this paper, we show...

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