FEATURE5 September 2017

Learning from the margins

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Automotive Energy Features Impact Middle East and Africa

PAKISTAN – Speaking to those on the edges of society can be as valuable to brands as interacting with those in their target demographics, as Jim Mott of BAMM learned when conducting research with truck drivers in Pakistan.

As researchers, we are often called upon to represent and understand the cultural mainstream of society. This is natural enough, given that – for most big brands – this is where their audience heartlands reside; the ‘safe’ centre ground ...