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03
LIFESTYLE & LEISURE
What Is The Meaning Of ‘Innovation’ And ‘Progress’?
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TARGET MARKETS
Tokyo & Seoul
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OBJECTIVES
To understand personal and cultural definitions of high-level concepts such as “Innovation” and “Progress” with a view to informing client brand’s repositioning strategy
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APPROACH
Qualitative research, semiotics
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RESULT
Rich understanding of dominant and emerging themes around key concepts; generated positioning areas with the strongest potential for the client brand that informed future brand thinking
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