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.


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 to crea

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