Naked truth - Online focus groups: Getting to the bottom of the consumer's mind
Santiago Kahane and Mariana Itzcovich
This work presents the results of a study done by the market research agency DatosClaros for the company Unilever in Argentina.
We will use this experience, methodologically designed as a case study, to show the potential and the comparative advantages of online methodologies.
The study done for Unilever was for the Axe brand. The idea was to analyze the television series City Hunters, which aimed to spread the brand values and create new ways for the...