Going to the edges for inspiration: Why it's right to talk to 'extreme' consumers even if you are a mass-market brand
Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky ParsonsPepsiCo and Sense Worldwide
Introduction: The need for inspiration
Innovation has become the mantra of the markets. Everyone is clamouring for more of it - from the C-suite of global corporates to shareholders, analysts and consumers themselves. The pressure on internal teams to deliver risk-managed innovation at speed has mounted considerably.
In this paper, we show...