The euro 2002 information campaign
Using qualitative research to guide the creative development of communication materials
Anna Moody The Research Business International andAmman Werner Publicis
INTRODUCTION
The social and economic impact of changing to the euro has long been a hot topic for debate in just about every newspaper and magazine in Europe (even the world). Let us project ourselves forward a few months from now to 1 January 2002 – just what will this day be like for millions of Europeans who have just changed to the euro?
How are people feeling? Does chaos and...