Customer insight is the number 1 capability for the C-suite, yet the perceived need for market research diminishes. Based on group discussions extra interviews with end-clients, we highlight the challenges CMI departments face and how they cope.
Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Danone has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the âHealthy Minded People communityâ, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
Following his inspirational keynote presentation last year, entrepreneur Jordan Casey, returns to the Congress to reveal what he's been up to and what's changed now that he's turned 15.