FMCG

It is paradoxical that some of the brands closest to peoples' everyday lives are the very ones that they find most difficult to articulate their feelings about

In our project design we therefore need to consider:

• Anchoring brand meaning in the broader context of peoples' lives
• Ways to enable people to 'see the familiar' with 'new eyes'
• Techniques that allow and encourage articulation of unconscious feelings
• Ethnographic techniques that allow researchers to observe and interrogate they way these brands fit into home life