Learning about consumers through a new bricolage

Date of publication: October 23, 2005

Catalogue: Latin America 2005

Abstract:

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages. The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as well as the knowledge transfer of these research outputs within the client organization. This approach provides a way to generate Consumer Insights, embedded in the realities of people's lives and where the client participates in their creation. The outcomes are more powerful insights and a greater sense of ownership and belief in them among clients.

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