Heidi and the Bollyblog: the people-focused approach - an experiment

Ayobamidele Gnaedig and Alain Messerli

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ignored.

Heidi and the Bollyblog: the people-focused approach – an experiment

Natascha Haehling von LanzenauerH.T.P. Concept, Germany

Ayobamidele GnaedigH.T.P. Concept, India

Alain MesserliConcept Zurich, Switzerland

THE PERFORMING CONSUMER AS CHALLENGE TO SEGMENTATION

“What they do with the product completely contradicts its positioning” said the client behind the mirror, reacting to 'too much' creativity participants showed with the tested food product – “I don't want them to do that!”

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply be no...

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