Abstract:

This paper illustrates how online insight management techniques are supporting the research and planning effort of a spring bottled water company in planning new bottled waters. The paper describes the work carried out to support the processes of making consumer insight research, affordable, manageable, and actionable. All the research processes are traditional and have been used before. However, the case study is likely to be of interest to market researchers because the business benefit of applying the 'four pillars of insight' method rapidly becomes clear.