Windows On The World - How the study of consumers’ personal web pages can provide insights to build brand strategy

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques.

Windows on the World

How the study of consumers' personal web pages can provide insights to build brand strategy

Mark WhitingMoët Hennessy, JAs Hennessy & Co, France

Franck SagneJAs Hennessy & Co, France

THE GENESIS OF THE RESEARCH

For Hennessy...