Cultural & Consumer Insight Tuner

To fully understand cultural and consumer insights and how to align them is a real marketing and communication challenge.

Cultural Insights:
what moves the individual within society, which needs (declared or latent) can be associated with the cultural landscape and dominant values (codes, symbols, collective aspirations); which trends must be understood and intercepted to give relevance to the brand and its product/s within today’s context.

Consumer Insights:
what moves consumers, what engages them in relation to a given product; which “hard or soft” elements of a brand or product are able to intercept the needs and identities of consumers; how to achieve the best “harmony” between consumers and products/brands (either at a “hard “ level – product features to enhance – or at a “soft “level – communication, positioning, cross-media strategy)