Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes

Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.

Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes

Niels BlichfeldtCarlsberg, Hong KongSue PhilipsCensydiam Institute – Ipsos Marketing, UKShivani Dayal KapoorIpsos, India

Introduction

Companies are eager to exploit the growth potential presented by Asia today. After a decade of near double-digit growth, the Asian economy continues to grow at over 6% p.a. (despite a recent slowdown). This growth has affected Asian consumers who are looking to use products and services that improve their quality of life. In fact, many aspects of the Asian consumer...

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