This case study gives a close look at attitude and behaviour based consumer segmentation. It also shows: -How a multi-method approach creates deep understanding of the consumers -How the research is connected to the business improvement opportunities -How the close co-operation with the client and the researcher is key to successful implementation of the research results -How everything in the organization changed from the strategic thinking to marketing communications material.
Emotion and inspiration at the Van Gogh Museum
Catalogue: Congress 2013: Think Big
Authors: Saskia Brocx, Laurine van de Wiel
Company: KANTAR TNS Malaysia
September 26, 2013
Research World (April 2009)
Catalogue: Research World 2009
Author: ESOMAR B.V.
April 1, 2009
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