When you have the Thunbergs of the world to the Trumps, and many in between, how do you find a common ground for sustainability to win?
When you have the Thunbergs of the world to the Trumps, and many in between, how do you find a common ground for sustainability to win?
A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and presents a 'festival framework', identifying the key ingredients to get right, as well as those that are not as important. It provides a comprehensive understanding of music festivals, along with the opportunities and challenges that they present for brands.
Unrequested and often unsuitable goods sent to humanitarian disaster zones, often classified as Unsolicited Bilateral Donations (UBDs), cause disruption. In June 2017, a project was launched to reduce the number of UBDs from Australia. At the time, there was no existing research on motivations for this phenomenon, and so the crucial first step was to gain an in-depth understanding of the behaviour. The unique and impactful findings from this study now offer new foundations for public messaging to effectively reduce the number of UBDs sent from Australia. Next steps are to raise global awareness of the findings and translate into communications to reduce the disruptive impact of UBDs sent to humanitarian crises zones.
Home isn't a place, it is a feeling. This presentation explores the pathos of home and how it's changing, how it differs across the diverse APAC region, and how the changing nature of home has wide-ranging business implications for brands and categories (media and content, personal care and food). The presenters will also share their knowledge on how they used film to not only gather the data on such an abstract concept but to also communicate the findings in an engaging and effective way.
Consumer learnings from this work have been integrated into new communications in local markets, they have supported changes in concepts, and the positioning of new projects. GSK now has a much stronger future pipeline for new generation innovation.
Consumer learnings from this work have been integrated into new communications in local markets, they have supported changes in concepts, and the positioning of new projects. GSK now has a much stronger future pipeline for new generation innovation.
We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.