Consumers expect more from brands – they expect brands to be “character-ful.” Character is a deeper, richer authenticity – it goes beyond brand expression to brand action. Insights professionals must adapt to meet expectations for character-ful brands... or risk being overlooked. The shift towards brand values as a lens for all company actions isn’t news, but the question remains: How can we modify our research strategies to fit the new rules of brand engagement?
Kelton Global Partner Alison Servi will review eight key approaches to navigate–and accurately capture–rising consumer expectations, based on our work with industry leaders exploring these same issues. Join us to learn how to expand your insights toolkit with tactics that you can implement immediately, as well as strategies you can incorporate in the long term. We'll cover a range of topics, including how you can leverage Employer Brand, CSR, and cultural trends to understand wider brand perceptions.