Towards deeper consumer understanding – Building personas for GSK

GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.

Summary

GSK wanted to create a common understanding of its consumers by going beyond demographics and finding common consumer behaviours across categories, challenging its view of the consumer within their marketing organisation. The bold ambition is

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