CHAPTER 23
Help everyone understand the customer
“Storytelling has proven a powerful tool. It’s removed the language barrier between the science of research and the language of business.”1
—CHRISTOPHER J. FRANK, Microsoft researcher
IN 1993, ROHINI MIGLANI was a new brand manager for Whisper Feminine Pads in India. She was on her first of three sweltering days conducting in-home research with consumers in the southern Indian city of Chennai. Armed with a list of 15 names and addresses of middle- and lower-income women who had agreed to be interviewed, she was hoping to understand what had compelled them to recently depart from using simple cloth pads during their menstrual period and instead spend significantly more on Whisper. Rohini tells the ...
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