Leveraging regional trends: A three-step approach to driving category growth

Diageo, an alcoholic drinks brand, uncovered holistic, overarching trends shaping consumer behaviour in Eastern Europe and how they relate to overall alcohol consumption through in-depth interviews and quantitative research.

Numerous trend reports are published every year by trend watchers, creative agencies and marketing consulting firms. Although most reports are quite insightful, they often present rather generic trends. For clients to have a competitive advantage, it...