Dancing with inspiration: a multi-disciplinary approach to get closer to consumers
Elisabeth VorwerkMarket Research Brands, Face Care/Cosmetics, Beiersdorf AG International Market Research, Germany
Natascha Haehling von Lanzenauer and Claudia AntoniH, T, P, Concept, Germany
INTRODUCTION
Contemporary consumer culture is a post-modern playground. People are becoming increasingly experiential, active and demanding. The 'classic' research approach to identify motivations and needs (and then to tailor propositions around this) is nonetheless relevant, but we believe that it takes a very creative, integrated and flexible array of methods to meet this challenge. We do not only want to find out...