Warm Vodka and Sweaty Women: Changing Consumer Behaviour in Russia
Greg Rowland & Jaroslav CirAbstract
Conventional research techniques had been unable to find the key insights necessary to drive behavioural change around Russian women’s relatively infrequent use of deodorant. Previous qualitative research had merely reproduced the prejudices of the sector, but a combination of semiotics, ethnography and market analysis provided a means of generating new insights around Russian women and their use of deo. This unique methodological process inspired the creation of a powerful communication that both raised and resolved specifically Russian tensions around sweat, body odour, beauty and femininity.
Greg Rowland
Greg Rowland Semiotics, UK
Greg Rowland Semiotics is a global network consultancy that uses cultural theory to analyse and inspire brands in terms of communication, strategy, packaging and product. Recent clients have included Unilever, Diageo, GSK, Reckitt Benckiser, UBS, Kellogg’s, Wrigley’s, KFC and the UK Government. Greg Rowland’s mission is to explore new cultural spaces for brands using semiotics as a springboard towards new worlds of insight and creativity.
Jaroslav Cir
Jaroslav Cir, Unilever, UK
Jaroslav Cír is currently a global Consumer and Market Insight Director for Rexona in Unilever, based in London. Previously, Jaroslav was the regional Consumer and Market Insight Manager for Unilever Central & Eastern Europe, based in Prague. Jaroslav expresses his thoughts on market research and marketing on his blog.
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