Making a new product a market leader in one year through machine learning, psychology, and ethnography based differentiating insights. The product that we will be discussing in this paper, is a natural one for HPV. It can be prescribed throughout the patient journey for different types of diagnoses and has proven efficacy in both HPV clearance, as well as the treatment and prevention of HPV-induced lesions. The company acquired the new product for launch in Italy. The plan was to distribute it through the existing sales force for other women's health products. The company believed that the product had a high potential for sales and the goal of the insights project was to support the launch with a view to maximize the sales potential of the product. The insights aimed at informing the launch strategy and tactics.
In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general principles about situations when adversity and pain can trigger a journey towards positive transformation.
Desafinado means going off-key in Portuguese. The song, written by Antonio Carlos Jobim and Newton Mendoca, was a real innovation in its use of unexpected dissonance in a beautiful melody. The song has become one of the most popular Bossa Nova tunes, and is being played and sung world over by Latin and Jazz musicians. Our paper would describe how we can inspire greater creativity in insights by using ideas from the world of art and music such as "creative dissonance".
It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.
It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.
In this article, we want to illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. In recent years, the market research industry has fallen in love with the idea of 'insight' and is rapidly rebranding itself as the consumer insights industry. However, in the discourse on insights, increasingly, there seems to be a notion that insights and action are separable.
Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but social marketing programmes for behavioural change. A case study shares learning and brings to life our entire journey of developing original and holistic insights about consumers' lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.
The qualitative research environment is rapidly changing. With a focus on foresight and innovation, marketers are realizing the importance of qualitative research and demanding more creative and actionable insights. Further, a wider range of disciplines are beginning to influence qualitative research. In this presentation we will demonstrate that the qualitative research industry needs a new type of practitioners - pragmatic polymaths, who are not only intrinsically suitable for qualitative research, but would enhance the capability of companies to navigate the evolving multi-disciplinary and knowledge-intensive landscape to drive greater creativity and business impact.