Leaders need to create clarity, define structures and show vision, even when they don't know what to do and who to ask! Let me share my learnings with you.
There is a powerful trend toward launching new products in test markets. Some organisations use this as a way to skip the stage-gate process and get to market faster in a competitive landscape, while others aim to mitigate risk. Drinkworks, an AB InBev and Keurig joint venture, adopted a launch-and-learn strategy to bring their new-to-world Home Bar system to market. Realizing that there is only value in a test market strategy if you allow real consumer insights to fuel the fire at every stage, Drinkworks partnered with AMC Global (a leader in new product launch research), to create a best-in-class research plan for the Drinkworks Home Bar launch.
A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we have done as well as desk research, to understand how the concept of 'purpose' itself is changing in meaning across all spheres of life ? not just in the choices of brands, but also political affiliations and life decisions. Our explorations helped construct the brand citizenship framework, which we believe adds a further layer to existing models of brand purpose and, in turn, could result in more effective purpose-driven marketing.
Learn the new science of System 3, the human imagination, in a challenging interactive workshop that will draw on your unconscious mind to build a shared prediction of the future of the research industry. Be part of insight's next chapter!
Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and presents a 'festival framework', identifying the key ingredients to get right, as well as those that are not as important. It provides a comprehensive understanding of music festivals, along with the opportunities and challenges that they present for brands.
Is democracy broken? And are Twitter and Facebook to blame? And how are their brands suffering as a consequence?To elaborate on the insights from this initial piece of research, we decided to go further in this direction by exploring the links between social networks and democracy. Our research leverages declarative and passive data collected in the UK, France and Germany, to track both the impact of social media on democratic societies and to assess the impact of democratic disruptions on the reputation of social media platforms themselves. More precisely, in this era of fake news and general distrust towards institutions, how do people get informed, what do they trust and distrust when it comes to news, and what role does Facebook play in the news ecosystem? What are the different attitudes that can be detected here? What does it say about our Western democracies? In addition, what could be done to improve the situation?