Russia: "Pyramid" on the kitchen table


This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia. The ethnographic study presented shows how a first step in the direction of building a unified motivational system for marketing diverse products to a multi-cultural society can be taken. The continuation this study may have, and how its results can be used in new product development as well as in the positioning of the existing brands, is also addressed.

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