From consumer connection to consumer insight: a Nestlé case study
Małgorzata BlachowskaNestlé Polska SA, Poland
PREFACE – WHY HAVE WE CHOSEN THIS APPROACH?
“We need to develop great communication for our target group” (children), I heard in August 2005 from the Marketing Manager from the Ice Cream Division of our company. “I need it aired on March 2006 and I have to brief our creative agency at the end of November at the latest. Can you help me? Urgently? And I do not want just another research study!”
I took deep breath and answered, “Give me...