Abstract:

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to obtain local buy in for strategic marketing decisions made on a global level. this presentation showcases how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia Marketers, improving the stimulus material 'on the go'. In addition, it demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.