Meeting the need for actionable consumer insight - the Scottish Courage perspective

Describes two case studies of research conducted for Scottish Courage: 1) a new product development study, 2) a brand repositioning study for John Smiths beer.

Meeting the Need for Actionable Consumer Insight the Scottish Courage Perspective

Grainne Shields Scottish Courage

Introduction

In order to offer any meaningful insight into the behaviour of today's extremely sophisticated and marketing literate consumers researchers need to think beyond traditional methods of survey and discussion group and adopt more holistic approaches. This key tenant of Valentine and Gordon's paper on the 21stcentury consumer (1) is examined in greater detail in this paper. This is accomplished by illustrating how Scottish Courage approached two major projects undertaken this year in its search for greater consumer understanding capable of...

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