Naked truth

Date of publication: October 19, 2010


This paper presents the results of a study done for the Axe brand and its TV series 'City Hunters' its aim was to understand if the brand was promoting its values among its target. This work shows that the Online Focus Group methodology is apt for developing innovative spaces, interaction, and it is especially useful for studies covering unconventional topics. In addition, it offers a high level of flexibility for segments difficult to recruit in face to face sessions.

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