Abstract:

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.