July 14, 2004

Lowe Puts Planners out

Lowe London puts Planners out in the streets

Lowe London have started something called 'lowe Groundwork', a sceme where 24 planners will be sent to live, shop and breathe with the punters.

"Real consumer understanding is vital to commercial success, but modern research is no longer generating the required level of insight. Focus group research has created a composite No-Man who resembles no-one anyone has ever met. We do need to know consumers' buying cycles and product usage but we need more than that - we need a view of the whole person if we are to truly understand and influence them."
- Cathy Lewis, Lowe Planner

Source: Ad-Rag | Media Guardian

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