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...