Culture: Insight's third space - Conducting and integrating cultural analysis to drive brand value

This paper argues that culture - routinely ignored by "traditional" market research - can be an inspiring and effective source of insights for developing brand strategy and innovation, especially when combined with more consumer-centric methods.

Culture: Insight's third space - Conducting and integrating cultural analysis to drive brand value

Julie Curphey, Andrew Dexter and Leanne TomasevicPfizer and Truth, UK

DO NOT ONLY ASK WHAT CONSUMERS WANT, BUT ALSO WHAT CULTURE WANTS

There are two key spaces in the world of commercial insight – “the consumer” and “the brand”. We conduct studies that tell us how people think and feel; we have commercialised the observation of behaviour; and we touch on culture via semiotics, ethno, trends and futures. Culture is the “third space” of research where shifts in cultural surround influence and shape peoples’ beliefs,...

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