Towards deeper consumer understanding – Building personas for GSK

GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.

Summary

GSK wanted to create a common understanding of its consumers by going beyond demographics and finding common consumer behaviours across categories, challenging its view of the consumer within their marketing organisation. The bold ambition is to create a powerful link between brand teams, agency teams and creative executions by building a common language around consumers. This was done by creating deep and rich consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers. GSK partnered with Ipsos MORI to use digital data across a wide range of categories, countries and consumers. We...

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