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The ‘Ideal Man’: exploring men across cultures to discover unique insights for brands. The Ideal Man study by TNS Qualitative looks at how different cultures instinctively construct and represent their idealised man. In this podcast, the study’s leaders discuss how their sociological exploration has identified unique cultural insights, and how they can help brands connect more powerfully with their diverse audiences across markets – whether they are selling oral care products, alcoholic beverages, cars, financial services, etc.

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