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The importance of contextualisation in interpreting consumer needs

Date of publication: January 30, 2005

Catalogue: ESOMAR Conference On Age 2005

Authors: Cliff van Wyk, Refiloe Mataboge

Abstract:

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors argue that it is not sufficient to understand consumer needs in isolation, they have to be placed in the relevant context in order for them to be meaningful and practical for marketers and advertisers.

Cliff van Wyk

Author

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Refiloe Mataboge

Author

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van Wyk and Mataboge (2005a, January 30). The importance of contextualisation in interpreting consumer needs. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/discovering-unanswered-consumer-needs