Session 9
Customer Needs: “How to be “green” in a relevant and differentiating manner...”
by Annemie Cordemans & Carine Galant

Being “green” is not a niche concern nor a discriminator anymore – as Kopenhagen has demonstrated it is becoming a precondition, a hygienic i.e. generic standard feature in all product categories, for all brands.

Yet this raises the question / generates the challenge how to translate and position ecology differently, matching your brand(s) and differentiating you from the competition.

Consumer need segmentation can help you to find the way, providing the insights which ecological need(s) your brand in your category can best capitalize and how to bring this alive in a consumer relevant way.

We will illustrate this in a few applications in some different categories: not only in more emotionally involving, ‘human’ territories like food, beverages, or cars - but also in more cold functional territories like finances or tyres…


Annemie Cordemans
Consultant Qualitative TNS



Carine Galant
Research Manager Qualitative TNS


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