In this paper, we will seek to outline:- The specific problem facing us in Japan;- Why it was important to adopt a new method to derive answers;- The results of our research and what new insights we garnered;- How we went about maximizing the impact of our insights;- The bottom-line impact to Japanese business.
Identifying with the true Peruvian - their background, that which is evident with each tasty meal of unique seasoning, that which knows resilience and to overcome any obstacle in order to move forward with ingenuity. "Who" that the Peruvian is, Inca Kola understood perfectly from its beginnings. The brand captured what fills the Peruvian with pride - from the choice of name inspired by the millenary culture that underlies Peruvians, to its flavour which is the perfect combination of native flavours from this prodigal land. The challenge for the brand is to reach the essence of the Peruvian on a daily basis, remain strong in a changing society and gain influence when the Peruvian struggles because of particular situations that put their values in check and make them question their legacy. Therefore, the brand needs to build a foundational, important and individual story that leverages the communal identity of the Peruvian, while at the same time endowing it with solid points of conviction that make it feel its own.
Customer Experience research approach at Banco do Brasil enabled greater respondents' engagement, gathered useful insights from multiple feedback channels in real-time, guiding decisions and boosting the customer-centric culture in the organization.
Customer Experience research approach at Banco do Brasil enabled greater respondents' engagement, gathered useful insights from multiple feedback channels in real-time, guiding decisions and boosting the Customer Centric culture in the organization.
2020, a pivotal year that was set as a time-stamp on many business strategies and plans over the past years. So, how many companies have set up a 2020 strategy over the last decade? Have tried to envision how their business will look by then? Have made plans to anticipate potential futures? And now? 2020 is in full swing!
We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our brands can play a meaningful role in their lives. The root of evil comes from innovating against the business goal to fill business budget gaps versus innovating against human desire and needs.I will share concrete examples of how Bacardi has "saved humans" from the Consumer Matrix through brave and human-centric research approaches.
In the groundbreaking Insights 2020 initiative, Kantar led a consortium which included LinkedIn, Wharton, ESOMAR and many others, and laid the foundation for understanding the importance of customer-centricity and the role of insights organizations in championing the customer in business planning and marketing strategy. Kantar is now updating this pioneering work, the first phase of which is focused on what the coronavirus disruption has meant for insights and customer-centricity. Based on the findings from one-on-one depth interviews with global insights and senior business leaders as well as the Kantar Compass survey of business impacts from the pandemic, this presentation will outline how the customer focus has been affected by the pandemic and what insights functions must do now to meet the challenges of the post-pandemic marketplace.
We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our brands can play a meaningful role in their lives. The root of evil comes from innovating against the business goal to fill business budget gaps versus innovating against human desire and needs.
This research has been a key contributor to our Global Media Transformation. Helpings us shift from a Mass Reach Big brand story telling approach to adding a complimentary model of reaching consumers with signals in those digital moments that matter.3 takeaways:- Understand how to use behavioural science to nudge consumers in the digital moments that matter.- Do your brands need to be able to stand out in the crowd? Do you need to measure marketing effectiveness in the moment?-Get inspired to build a research plan that allows you to take behavioural insights straight into action.
F*ck Focus Groups: The case for human first fearless research.3 takeaways:- It's easy to default and focus on what matters to the business. It's braver - and smarter - to put humans at the heart of everything we do. Let's begin with our humans and their story - and why we must start with our humans.- Our connection with humanity is broken. We want to quantify and categorise people, we try to create algorithms to predict unpredictable human lives which are cozier, messier, real and quite imperfect. Do traditional qualitative methods work in helping us understand people or should we evolve?- It's scary but brave and maybe even a little provocative and uncomfortable, but are there new ways to reconnect with humanity through fearless human-centric research?
Storytelling helps insights professionals to drive change by engaging decision-makers. Effective storytelling goes beyond the data to use emotion as a key driver for decision making. In addition to human intelligence that's required to craft compelling stories, technology can help the storyteller to present the information in an interactive and engaging way, make sure it's always up to date, and promote it to stakeholders. For example, at Philips, too much data and a drive to do more with less prompted the deployment of the Eureka market insights platform. On Eureka, insights managers transform research into stories which they broadcast with expert channels to drive business engagement that brings customer-centricity to light. In this webinar, our guest speaker Cinny Little, storytelling expert and principal analyst at Forrester Research will share best practices for storytelling used by the most mature and forward-thinking firms. Then Market Logic will show how market insights platforms are used to craft and push essential stories to the business. Finally, Fenny Leautier will share a 2020 case study on storytelling at Philips.You'll learn: -5 principles for creating a great data story that people remember-How to align your data story with what matters most to an audience-Technologies to present stories and promote them to decision-makers-Key learnings from Philips to bring a compelling data story to life Listen to this webinar today and learn how you can drive the change you want using the power of data storytelling.
Designing provocative conversations with consumers and stakeholders to spark strategic imagination.