Keith Pardy, Sr.Vice President, Strategic Marketing, Nokia says in an interview to McKinsey’s Trond Riiber Kundsen says:
- "Our experience is that consumers hate confusion, and maintaining relationships is much more important than flashy, big-burst marketing."
- "It’s not about pushing out messages any more. You have to initiate interesting conversations and build meaningful relationships with consumers."
- “First we observe, then we design.” We have teams of anthropologists, ethnographers, psychologists, and consumer insight experts observing and understanding people’s behaviour.