FEATURE29 July 2015

Coming clean

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Features Impact

Ethnography could be regarded as an unusual approach for the late creative development research stage of a major FMCG product – but it was just the boost needed by dishwashing brand Finish. By Bronwen Morgan

Sometimes an idea appears in the most unexpected place – and, sometimes, marketers can become so ensconced in their brands that they lose sight of the role those brands have in real people’s lives. For the consumer market insights (CMI) ...