Taking mobile to the max in Asia: Its untapped potential to yield consumer insights into the product experience
Andrew Steel and David RaoIpsos InnoQuest
Introduction
Product performance can make or break a company's success. While marketing and distribution can drive trial, a product that does not deliver on the key drivers of consumer acceptance is destined to fail in the long-run.
Many large multinationals see product quality and, importantly, preference as a strategic goal to reinforce the value proposition of their branded goods. The world of branded FMCG has its own challenges, as the sector is a...