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Creating desire - Helping the buyer to buy

Date of publication: April 18, 2004

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Authors: Mark Rodgers, Mattias Ostlund

Abstract:

This paper outlines the rationale and process for developing a new kind of consumer insight programme; innovative in both its way of 'mining' for emerging consumer desires (as a platform for future brand planning and development) and its approach to disseminating that information through a complex, multinational marketing and distribution network.

Mark Rodgers

Author

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Mattias Ostlund

Author

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Citation

Rodgers and Ostlund (2004a, April 18). Creating desire - Helping the buyer to buy. ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/buyer-seller-relationship-