Dancing with inspiration: a multi-disciplinary approach to get closer to consumers

Elisabeth Vorwerk, Natascha Haehling von Lanzenauer and Claudia Antoni

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to be dancing partners? This paper depicts how a consumer-connected company and an inspiration-led research agency - Beiersdorf and H,T,P Concept - worked 'cheek to cheek' to meet this challenge.

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,

(1996). Creativity. Flow and the Psychology of Invention. (2006). The Death of Depth. Paper for ESOMAR Qualitative Conference Athens 2006. (2000). The 21 century consumer – a new model of thinking. (2005). The Heart Transplant. Consumers at the heart of your business. ESOMAR Excellence Award 2005. (2002). The Changing Consumer. (2001). Why God won't go away – Brain Science and the Biology of Belief'.

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