Abstract:

The story of how Orange created a 'pick-up-and-play' interactive experience to ensure new segment insight was heard, brought to life, and acted upon. For an insight manager developing a new segmentation, it is vital to not only think about the launch, but how to embed the segmentation. The worst case scenario is for it to sit on the shelf after the initial buzz. To overcome this, Orange & C Space created a 'Segmentation Toolkit': an interactive range of outputs and tools that drew inspiration from theatrical improvisation, psychology, and change management. This toolkit has changed how insight is viewed at Orange, and has promoted a customer and segment-centric perspective in the development of new products and services. We will reveal how to ensure insight isn't just heard, it's acted upon.