Dancing with inspiration: a multi-disciplinary approach to get closer to consumers

Elisabeth Vorwerk, Natascha Haehling von Lanzenauer and Claudia Antoni

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to be dancing partners? This paper depicts how a consumer-connected company and an inspiration-led research agency - Beiersdorf and H,T,P Concept - worked 'cheek to cheek' to meet this challenge.

Dancing with inspiration: a multi-disciplinary approach to get closer to consumers

Elisabeth VorwerkMarket Research Brands, Face Care/Cosmetics, Beiersdorf AG International Market Research, Germany

Natascha Haehling von Lanzenauer and Claudia AntoniH, T, P, Concept, Germany

INTRODUCTION

Contemporary consumer culture is a post-modern playground. People are becoming increasingly experiential, active and demanding. The 'classic' research approach to identify motivations and needs (and then to tailor propositions around this) is nonetheless relevant, but we believe that it takes a very creative, integrated and flexible array of methods to meet this challenge. We do not only want to find out...

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