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Giving control of your history to participants

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Companies: De La Riva Group, AB InBev

Authors: Ángeles Rodríguez, Elisa Romo

Abstract:

Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.


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