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