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...

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