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Life frames®

Date of publication: January 30, 2005

Catalogue: ESOMAR Conference On Age 2005

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Author: Axel Dammler

Abstract:

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets. The tool Life Frames® is based on the understanding that the consumer's demands are driven by situational needs and wants. It utilises them for the development of innovative products and brand strategies that meet the expectations both in terms of emotional and pragmatic functions.

Axel Dammler

Author

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Citation

Dammler, A. (2005a, January 30). Life frames®. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/life-frames-