Troiano's expertise includes tools and analysis for product brand management, its marketing and communication and above all, its process for businesses expansion and development.
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5. Brand Ethnography
Living and learning with the consumer
The consumer says what he thinks and does what he feels! Following the anthropologyst’s path, Brand Ethnography captures the answers to these two big questions: what the consumer thinks and what he feels. This is essentially a way of penetrating the world and the life of consumers to understand the characteristics and the intensity of the relationship established between them and the elements of their culture and their life, as it happens with brands.
In addition to broadly examining consumers‘ lifestyles, buying habits and values, Brand Ethnography allows for building their segmentation project, through a set of characters. Such an in-depth approach guarantees a more realistic and sensitive meaning to identify consumer groups and “tribes” based on their values, behavior and reactions to a brand.
