Warm vodka and sweaty women
Changing consumer behaviour in Russia

List of publications
Visual Description
Visual Description

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

ESOMAR Best Paper Award 2006/2007
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

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

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org