Don't ask questions, don't travel anywhere: How combining social listening research with search engine analytics is helping Braun understand its global consumer better
Guy White and Jeremy HollowCatalyx and Listen and Learn Research
Summary
Braun felt it was missing a big part of the insight picture on male grooming, but was finding it hard to ask the right consumer questions because it didn't know what it didn't know.
It was looking for new approaches to help it move away from getting "more of the same" surface level results from resource intensive country by country research. It was looking for...