Dancing with inspiration
A multi-disciplinary approach to get closer to consumers

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Author(s): Natascha Lanzenauer, Elisabeth Vorwerk, Claudia Antoni
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Observational Research, Storytelling

ESOMAR Congress 2007 Award Nominee - Best Methodological Paper
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The brand challenge is to be attractive enough to be noticed on the dance floor and then to invite, inspire and at best create a dynamic relationship where brand and consumer become dance partners.

This presentation depicts how a consumer-connected company and an inspiration-led research agency – Beiersdorf and H,T,P, Concept – have worked ‘cheek to cheek’ to meet this challenge.

The focus is on a jointly developed multi-disciplinary approach and its underlying working principles, illustrated with examples from a creative ‘toolbox’ as applied in various international research pieces.

 



Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_20
Number of pages: 24

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