A Lowe London lançou com um programa chamado "lowe Groundwork", onde 24 planners serão enviados para "a rua" para viver no habitat natural dos consumidores.
"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
Fonte: Ad-Rag Media Guardian
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