Creating desire - Helping the buyer to buy

Mattias Ostlund and Mark Rodgers

This paper outlines the rationale and process for developing a new kind of consumer insight programme; innovative in both its way of 'mining' for emerging consumer desires (as a platform for future brand planning and development) and its approach to disseminating that information through a complex, multinational marketing and distribution network.

Creating Desire – Helping the Buyer to Buy

Using a different kind of cconsumer intelligence to inform future brand planning and the creative and commercial output that ensues as a result

Mark RodgersPearlfisher, United Kingdom.

Mattias OstlundVin & Sprit ABSOLUT Spirits, United Kingdom.

INTRODUCTION

This paper grows from a frustration that is shared by many of our colleagues across the creative spectrum in design, advertising, PR and many of the communication industries that have emerged from the era of new media – from internet to buzz and guerrilla marketing.

This frustration can be attributed to one simple principal:...

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