"Sex? I’d rather have a cup of tea!" (Boy George)
How to solve a client’s dilemma of gaining new markets without losing old ones.
Together with Prof. Dr. Bernd Weber and Bünting
Tea Gesa Lischka tested different designs of
tea packaging in the fMRI. Bünting is a well-known tea brand in the
north of Germany and also owns supermarkets all over Germany. Their dilemma was, that they have very loyal
clients in the North of Germany (unsupported brand awareness of Bünting tea in
the North of Germany is higher than that of Coca Cola!). However, in the south
of Germany hardly anybody knows the brand.
Their goal was to gain market share in the South (therefore they had to adapt the design) without losing shares in the North of Germany.
away for the audience:
- How to use an fMRI for evaluating design
- Theory translated into real life practice
- A how to description interesting for agencies and industry clients