Digital consumer connections: an alternative to direct consumer contact
Barbara du PerronNPD & Innovation, Metrixlab, Netherlands
Anja KischkatUnilever Europe, Netherlands
INTRODUCTION
Direct consumer contact is a great way of bringing marketers closer to their consumers. It offers the marketer the opportunity to gain a deeper understanding of consumers and how they go about their daily lives. For most marketers, this is an inspiring and enriching experience as it transforms the abstract notion of 'consumers' into real human beings who are more than just numbers buying their product.
However beneficial direct consumer contact is to the individual marketer, it...