From consumer connection to insight: a Nestlé case study

Malgorzata Blachowska

This paper describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

From consumer connection to consumer insight: a Nestlé case study

Małgorzata BlachowskaNestlé Polska SA, Poland

PREFACE – WHY HAVE WE CHOSEN THIS APPROACH?

“We need to develop great communication for our target group”(children),...

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