Abstract:
The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners. This presentation depicts how a consumer-connected company and an inspiration-led research agency Beiersdorf and HTP Concept have worked cheek to cheek to meet this challenge. The focus is on a jointly developed multi-disciplinary approach and its underlying working principles, illustrated with examples from a creative toolbox; as applied in various international research pieces.
Research Papers
Engaging the new consumer
Catalogue: Asia Pacific 2007
Authors: Lee Ryan, Mark Leong
Company: KANTAR TNS Malaysia
March 12, 2007
Research Papers
The virtual sofa
Catalogue: Innovate 2008
Authors: Diana Derval, Mario Menti
Companies: GMI (Global Market Insite), DervalResearch
June 16, 2008
Research Papers
Getting answers without asking questions
Catalogue: Online Research 2009: Online Panels & Beyond
Authors: Niels Schillewaert, Emilie van den Berge, Annelies Verhaeghe
Company: InSites Consulting
October 29, 2009
