Value of vir-ture: Virtual understanding culture

Date of publication: November 11, 2018

Company: Kantar

Author: Kshipra Rustogi

Abstract:

This paper proposes a methodological approach that offers a clear-cut edge in accelerating the understanding of consumers' cultural context. Does sociocultural understanding and speed go hand-in-hand? Does multiple-market scope and optimisation go hand-in-hand? This will be answered by testifying the importance of online in contextualising human psyche within culturally constituted realities

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