Turning shopper insights into company-wide memes
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 Healthy Minded People community, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
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