Learning about consumers through a new bricolage
Zilda KnoplochEnfoque Pesquisa, Heartbeat Brazil; Brazil
Jem WallisHeartbeat Pty, Australia, Heartbeat Brazil; Brazil
Rob MarjenbergHeartbeat Pty, Australia
Insight generation was always considered as a premium marketing research activity. Fresh insights allow many companies to enhance the value proposition to consumers. Sometimes the outcome radically changes the competitive scenario of their product category and branding.
In this new millennium the challenge to generate actionable consumer insights is even more demanding. We live in an era where speed is everywhere, but the time to generate new ideas is becoming shorter and...