The euro 2002 information campaign

In the realm of advertising and communications, international research can be (and often is) criticized for only 'skimming the surface' or taking the lowest common denominator when researching creative work - particularly when dealing with multi-country issues.

The euro 2002 information campaign

Using qualitative research to guide the creative development of communication materials

Anna Moody The Research Business International andAmman Werner Publicis

INTRODUCTION

The social and economic impact of changing to the euro has long been a hot topic for debate in just about every newspaper and magazine in Europe (even the world). Let us project ourselves forward a few months from now to 1 January 2002 – just what will this day be like for millions of Europeans who have just changed to the euro?

How are people feeling? Does chaos and...

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