Marketing to mindsets: a new approach to understanding consumers' needs

This article highlights the use of the 'Mindsets' framework for understanding consumers' needs according to different states and provides an example of use in the breakfast category.

Marketing to mindsets: a new approach to understanding consumers' needs

Luisa RobertsonMMR Research Worldwide

Luisa Robertson of MMR Research Worldwide explains how a new approach to understanding consumers' needs and the mindsets in play at certain occasions or within specific categories is enabling brand owners to identify where their greatest opportunity lies, and target it accordingly.

Why do so many new product launches fail? Probably because markets are crowded (especially in FMCG) and people don't really need new things. This makes it hard to cut through. While the need for more 'tactical' launches is clear, those that stick in...

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