Windows On The World - How the study of consumers’ personal web pages can provide insights to build brand strategy

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques.

Windows on the World

How the study of consumers' personal web pages can provide insights to build brand strategy

Mark WhitingMoët Hennessy, JAs Hennessy & Co, France

Franck SagneJAs Hennessy & Co, France

THE GENESIS OF THE RESEARCH

For Hennessy Cognac's1)marketing team, based in Paris, it is often hard to visualize the lives of the people who consume our products around the world, particularly the increasing numbers of young (21–30 year old) African-Americans in urban United States, so atypical of the traditional image of the cognac consumer”. Yet without a doubt, they are the single most...

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