Breaking The Spell Of Sisyphus: Towards a more sustainable integration of insights into innovation and brand strategy

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Breaking The Spell Of Sisyphus: Towards a more sustainable integration of insights into innovation and brand strategy

Anna Demiyanova and Susanne Stahl

Introduction

Who's Sisyphus? It's all of us

Sometimes being a market researcher feels like you're rolling a rock up a hill. And then again. And again.

Your client gets in touch with a request. You meet for a briefing, chart out a methodology, do all the planning, venture into the field, analyse your material, develop meaningful insights, and present them. Great, you've made it to the top! Your carefully crafted insights now empower your client to come up...

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