SHIFTING PARADIGM
Bridging market paradoxes
Saul FeldmanAbstract
Living in a glo-cal culture isn't easy: major trends and local particularities converge, collide and finally merge in a sort of cultural mash, which has both to be dissected into its particularities and understood as a whole in the quest for consumer insights. Market categories play a key role in this dynamic. They became cultural spaces where consumers negotiate their personal and collective identities and deal with transcendental issues. We present a methodological attempt at understanding the "how" – instead of the "what" – consumers think within the boundaries of each category, as a vital step towards building a solid connection between brands and consumers.
Saul Feldman
Saul Feldman is the founder and director of focos [latinoamerica]. Graduated in Sociology from the University of Buenos Aires, he completed his MA studies in Communications at the Hebrew University of Jerusalem, specializing in semiotics and rhetoric. He served as consultant and director of several programs in the governmental and non-for-profit sector. At Focos, he conducted international researches for PepsiCo, Unilever, InBev, Kimberly Clark, and others. In 2005 was elected by ESOMAR as keynote speaker at the "Breaking the Mould" congress.
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