New consumer insight with a reality TV feel
New consumer insight can be extremely difficult to come by, not least for experienced research teams, and especially in established markets. International Flavors & Fragrances (IFF) are particularly aware of this. Having set out to focus on consumer centricity, it was especially important for IFF's research teams to uncover new consumer insight, encourage their employees to engage with it, and to be able to innovate with it.
To understand the mainstream American woman like never before, IFF and Ipsos devised an ethnographic research project to go beyond how she reported...