Consumers are people too. Consumers are citizens, mothers, brothers, and voters. Consumers are more than the ticked demographic boxes, they are real people with real lives, responsibilities, frustrations, interests, hobbies and passions. With this in mind, TNS Qualitative's vision incorporates "thinking outside of ticked boxes, seeing the real person behind the consumer, understanding the 'consumer' within his or her context and humanising static demographics". By understanding that people of the same demographic may not necessarily share the same need sets or motivations, TNS Qualitative has broken through traditional mindsets to rather focus on consumer's contexts.
Issued by TNS South Africa 10 Jul 2014 09:11