Censydiam starts by understanding the human being... not the product, not the brand, but what people need from a category. Charles Revson, from Revlon Cosmetics said – "in the factory we make cosmetics... in the store, people buy hope." They don't need another lipstick – they buy hope for a more youthful appearance, a hot date, a new job. They look for 'the hope' in every project and they use their 'human compass' to help them frame their client's category and brands against the backdrop of a human needs landscape.
More information on w3.ipsos.com/marketing/censydiam/