Lipton: Scaling new heights for international research success
Francesca Alberry, Ali Sekulowicz-Barclay, Clare Hemphill and Catriona FerrisFirefish and Pepsi Lipton International
Summary
Great brands know that identifying a target consumer, a brand insight and a distinct point of view is only ever the start point. In order for these ideas to translate meaningfully they must be strongly infused with a deep and authentic knowledge of their intended target.
For an International brand like Lipton, this creates an interesting challenge. Research was needed to understand their target consumer segment at an individual level, within diverse cultural contexts, while uncovering the...