Re-branding in international B2B – How Bosch uncovered the behind-the- scenes secrets of plumbers
Plumbers, like researchers, face a new business environment that is changing from craftsmanship to digital. This sessions shows how Bosch embarked on a journey to understand plumbers’ emotions towards this change – and what this means for its brand.
- Combining the measurement of implicit emotional reactions on various marketing stimuli with focus groups and in-depth- interviews
- Capturing psycho-physiological data streams through implicit emotional measuring
- Connecting self-perception and the role of the brand
- No more sissies – changing brand communication based on the research findings
Oliver Spitzer, Managing Director, September Strategie & Beratung GmbH
Rosemarie Widuckel, Market Research / User Experience, BOSCH Thermotechnik