Beyond lifestyles, trends and drinks: How Pernod Ricard created new ways of developing online communities

Pernod Ricard, a French company that produces distilled beverages, conducted research in Latin America to understand lifestyles, opinions, tastes and growing trends.
This article is also available in Spanish. Download the Spanish version here.

Introduction

One of the main challenges in the liquor industry is to achieve a real understanding of the consumers' needs. The consumption occasions take place a in private context where traditional techniques of research do not achieve to be suitable to deep und

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