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

Niels Blichfeldt
Carlsberg, Hong Kong
Sue Philips
Censydiam Institute – Ipsos Marketing, UK
Shivani Dayal Kapoor
Ipsos, 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 today can be preceded with the word 'rising'… rising middle class, rising purchasing power, rising aspirations. This transformation is being amplified by widening access to education and global communications.