Combining approaches in a multi-faceted research approach and speaking to people in key global markets meant we could advise on the best packaging design to deliver the desired personality change, retain a consistent core theme and allow for local range variation – without negatively impacting the emotional bond, thereby keeping the brand love!
Zoe Aitken, Global Insights Manager - Mondelez International
Everyone was really happy with the outcome. Having one supplier conduct both stages of research was invaluable and the qual and quant teams worked very well together to paint a complete picture. Both teams were involved in the learnings at every stage of the research and it added a huge amount of value to the overall process. We would definitely do this again.