GSK: Where do cultural insights come from?

GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.

Campaign details

Brand: GlaxoSmithKlineAgency: IpsosCountry: UK

Summary

This pioneering study combines anthropological thinking and good ethnographic practice to reveal a different slant on cultural insight - one which has had a dramatic impact on GSK healthcare brands in India and China.

The key was to make GSK staff at Weybridge understand – and experience – what made consumers use and choose brands in the Oral Care market, involving 152 of them to first analyse, and then workshop the insight. It delved into cultural practices, category choices and product hooks.

It showed why Oral Care is...

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