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Russia: "Pyramid" on the kitchen table

Date of publication: October 28, 2001

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence

Company: Nestlé

Authors: Ekaterina Vladimirova, Kyrill Petrin

Abstract:

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.

Ekaterina Vladimirova

Author

This is a long description of some author details.

Kyrill Petrin

Author

This is a long description of some author details.

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Vladimirova and Petrin (2001a, October 28). Russia: "Pyramid" on the kitchen table. ANA - ESOMAR. Retrieved July 02, 2025, from


https://ana.esomar.org/documents/kitchen-queen-awareness-study