Super-diversity research: How Danone lost the toxic legacy of targeting through cultural friction research in Mexico

Alfredo Troncoso, Adelina Vaca and Aranzazú Gómez

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Introduction

If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: this is not the age of globalization, it is the age of hyper diversification. As markets fragment into more and more niches and consumers open their scope of access to new information and brands, marketing research in general, and qualitative researchers in particular might find themselves confused about their ever-changing object of study: people.

After some consideration, they might even wonder… is it even really an object of studyanymore? Aren't people constantly studying themselves with free tools...

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