Meeting the need for actionable consumer insight - the Scottish Courage perspective

Describes two case studies of research conducted for Scottish Courage: 1) a new product development study, 2) a brand repositioning study for John Smiths beer.

Meeting the Need for Actionable Consumer Insight the Scottish Courage Perspective

Grainne Shields Scottish Courage

Introduction

In order to offer any meaningful insight into the behaviour of today's extremely sophisticated and marketing literate consumers...