To know you is to love you. A case study on how to uncover relevant consumer insights to build strong brands

Maria Agui and Maria Fernández

On the basis of a program instituted by Kraft Food to better understand consumer motivations, Kraft Foods Iberia conducted a survey for one of their core categories and main brands.

To Know You is to Love You

A case study on how to uncover relevant consumer insights to build strong brands

Maria FernándezKraft Foods Iberia, Spain.

Maria AguiMarketArena, Spain.

BACKGROUND

The marketplace is becoming increasingly challenging for manufacturers of branded products. Consumers are confronted by an ever-larger selection in their everyday shopping. They have a good knowledge of what they want, what they are looking for, and how they want to spend their money. In this fiercely competitive environment, manufacturers must fully understand their consumers, to give them what they want . . .because only by giving them...

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