This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

FEATURE29 July 2015

Coming clean

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

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) ...