Windows on the World

How the study of consumers' personal web pages can provide insights to build brand strategy

Mark Whiting
Moët Hennessy, JAs Hennessy & Co, France

Franck Sagne
JAs Hennessy & Co, France

THE GENESIS OF THE RESEARCH

For Hennessy Cognac's1) marketing team, based in Paris, it is often hard to visualize the lives of the people who consume our products around the world, particularly the increasing numbers of young (21–30 year old) African-Americans in urban United States, so atypical of the traditional image of the cognac consumer”. Yet without a doubt, they are the single most important consumer segment for the brand; they are our greatest source of profit and they are additionally very helpful for us to show and convince the rest of the world that cognac is an edgy, hip and contemporary product.