Abseits von Marktforschung und Bewertungen: Was Kunden wirklich bewegt, finden Unternehmen durch Storylistening heraus
Miriam Rupp, Geschäftsführerin der Berliner Agentur für PR und Brand Storytelling Mashup Communications, über die Strategien erfolgreicher Kampagnen
Wer ist der Kunde und was will er wirklich? Marktforschung, quantitative Umfragen und Kundenbewertungen sind altbekannte Instrumente, um die Zielgruppe durchschaubar zu machen. Doch das Prinzip, die Kunden selbst erzählen zu lassen, haben Unternehmen wie Dove, Gatorade und Janssen Deutschland in erfolgreiche Kampagnen umgesetzt. Storylistening hat auch anderen Marken dabei geholfen, ihre Geschichte zu finden und damit den Kunden in ihren Bedürfnissen gerecht zu werden. Die Geschäftsführerin der Berliner
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