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SKIM and Danone Medical Nutrition presented at ESOMAR Qualitative
We were pleased to be invited for presentation at ESOMAR's Qualitative research conference 2012 in Amsterdam, the Netherlands. Together with our client from Danone Medical Nutrition we discussed how tailored qualitative research can fuel strategic decision making on global level.
About our paper and case study:
Creative Lab - 'How a local target group inspires global strategy'
Being close to your target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. Also, it is often challenging for multinationals to get local buy-in for strategic marketing decisions made on a global level.
Our paper showcases how - with an iterative 'Creative lab' approach - qualitative research was tailored to make target group insights useful and directly actionable for Danone Marketers, making it possible to improve communication materials 'on-the-go'. In addition, we will describe how this innovative research approach allowed a cross-functional team of global and local managers, creative agency and market researchers to work together on the launch of a successful communication campaign.
If you are unable to view the slides on this page or you'd like to download the presentation file,
click here to view our slides on slideshare.
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