This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study depicts the use of a biometric appliance to capture emotional response, and the third case study we conducted together with PepsiCo displays how virtual and augmented reality can be used to contextualize the product experience to be more realistic when testing products.
Gaining a new perspective on how new technology and consumer reality is changing the requirements for product development.
We share the case of Havanna - a relevant company in Argentina, valuable and respected in a region that leads one of those few (and at this point we would say strange) categories that have no multi-national competence, and is therefore responsible for undertaking the strenuous task of leading the market. It is the case of a company, that facing new consumer trends and a transformation in the competitive scenario, has stepped out of its comfort zone to re-think. Our intention in this paper is to highlight the advantages of re-purposing for a small business, because we think that by making weakness a virtue, what we learn from the process can be extrapolated.
Just as marketing and advertising have made augmented reality a tool to enrich the consumer experience with brands, it must also become allied for marketing research, especially in online studies.
Debuted at the ESOMAR Insights Festival 2020, our Brands Connect series continues with its next episode exploring with insights leaders working within brands and research using organizations the opportunities and challenges they see for their organizations and their talent pools.These inspiring conversations cover a lot of ground despite their bite-sized formats and offer a real opportunity for the community to gain insights into the emerging trending topics of our time. A can't-miss rendez-vous to connect that's sure to leave you inspired and fully fed with insights!In this episode, Coca-Cola's K&I Director Begonia Fafian interviews Pastificio Rana's Global Consumer Insight Manager Luca Gentile, as they discuss the headline topic: Is food a trend, a culture or a need?
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.
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.
During COVID-19, all of us have been forced to do more with less. McDonald's has been forced to cut menu items to streamline work in its kitchens. Dig Insights, as a research partner to McDonald's, was challenged to develop a methodology to help them identify which items to cut. The methodology needed to be fast, affordable and rigorous. To meet this challenge, Dig Insights applied new analytical techniques to a methodology that McDonald's had been using to screen innovation. This approach allowed Dig Insights and McDonald's to understand the contribution of each item to guest count and unit volume. The end result was a clear picture on what items could be cut and what items needed to remain to effectively streamline the menu. This case study focuses on a QSR menu, but the same approach can be applied to many industries where there is a need to streamline a portfolio while still delivering strong results. Join us to learn how two leading companies are doing more with less.
Making sure insights are systematically used by your stakeholders in annual business plans is mission critical, but what to do when a pandemic disrupts your ways of working? When Coca-Cola McDonald's was forced to cancel their annual business planning event to prevent potential health risks, Stephanie Eaddy and her team used their Insights Connect platform from Market Logic to step up to the plate and support the process remotely. In this webinar, you'll learn how they successfully replaced in-person workshops and planning meetings, with a new self-service model, where experts curate critical information with key context, to democratize insights-driven planning for all stakeholders. This session focuses on the journey taken at The Coca-Cola Company to build a new culture of self-discovery and curiosity around consumer insights gathering to enable more people to get insights needed to get the work done. We will discuss: - Understand the benefits of internal digital transformation in your organization- Build a case for internal support and alignment to launch a pilot or something similar- Apply change management tips to help support the transition to a new way of working.
Q&A Session, Social change today.
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.