Warm vodka and sweaty women
Changing consumer behaviour in Russia

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Author(s): Greg Rowland, Jaroslav Cir
Collection: Consumer Insights 2007
Keywords: Semiotic and Cultural Analysis, Ethnographic Research, Observational Research

ESOMAR Excellence Award Nominee - Best Paper 2006/2007
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Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women’s relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of generating new insights around Russian women and their use of deodorant. The presentation describes a search for communications insights in Russia to create a powerful communication capable of changing current consumer behaviour: to make women use Rexona deodorant every day.



Date of publication: 07.05.2007
ISBN: 92-831-0206-1
Order Code: ESOMAR_paper_S321_04_Rowland_Cir
Number of pages: 17

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