Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
Does sociocultural understanding and speed go hand-in-hand? Does multiple-market scope and optimisation go hand-in-hand? This will be answered by testifying the importance of online in contextualising human psyche within culturally constituted realities.
We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation. Eden Springs needed a way to recapture the needs of the customer if they were to bring innovation back into the category, unlock sustainable value, re-establish brand equity and protect themselves from more nimble disrupters that may be around the corner. But with such a focus on driving cost out of the system for their previous private equity owners, customer needs were not in the focus.
In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment customers? - How do we develop products based on the real and latent motivations and barriers for the adoption? - How do we identify the competitive set so that we can develop the appropriate positioning? Our aspiration for this paper is that readers will attempt to apply the MouseTracker within their specific business context. The true benefit of the MouseTracker and other new technologies for solving business problems is realised when these are integrated with other methods. Fusion is powerful. Although we have just begun using the MouseTracker, we believe this is an accessible, unobtrusive, easy to use technology that can add value to the field of insights across different industries.
We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation.
Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Small Enterprises (SE) organisations with less than 50 employees, are often overlooked by market research agencies. However, in the UK alone SE account for 42% of all UK business turnover. It was in this context of untapped opportunity Northstar began fostering relationships with a variety of SE, and experienced a multitude of unexpected challenges that led us to assess and alter our working practices and approach to client relationships.
Small Enterprises (SE) organisations with less than 50 employees, are often overlooked by market research agencies. However, in the UK alone SE account for 42% of all UK business turnover. It was in this context of untapped opportunity Northstar began fostering relationships with a variety of SE, and experienced a multitude of unexpected challenges that led us to assess and alter our working practices and approach to client relationships.
Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.