The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to be dancing partners? This paper depicts how a consumer-connected company and an inspiration-led research agency - Beiersdorf and H,T,P Concept - worked 'cheek to cheek' to meet this challenge.
Dancing with inspiration: a multi-disciplinary approach to get closer to consumers
Elisabeth VorwerkMarket Research Brands, Face Care/Cosmetics, Beiersdorf AG International Market Research, Germany
Natascha Haehling von Lanzenauer and Claudia AntoniH, T,
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