AkzoNobel Paints: Cultural insights
Sarah King, Amy Tomkins, Elisa Birtwistle, Bill Marshall and Nathan TaylorThe Futures Company and AkzoNobel
Summary
AkzoNobel approached us with a dream brief: the ambition to create a global bank of cultural insight to underpin their existing consumer, category and brand understanding. We devised a scalable and innovative methodology to develop a rich insight resource and opportunity platforms for each market, with China as our pilot.
Our methodology enabled us to create and refine hypotheses, using AkzoNobel's existing insight, our Global MONITOR trends data and fresh insight from cultural experts to identify areas defining the...