As published on February 15, 2013 at Marketing Tribune. Any good marketing strategy starts from a strong consumer insight. Take a brand, e.g. J&B (Diageo). The ‘insight’ that lays at the base of innovation and communication concepts for the brand is: “In a world of day-to-day constraints and social pressure, consumers want nights out that offer the promise that the unexpected can happen”. But when do you actually have a strong insight?
As published on MarketingTribune on December 14, 2012. ‘Generation Y’: they are now aged 13 to 29, most of them never knew a life without Internet or smartphones, it is difficult to convince them through traditional advertising, they easily see through cheap marketing tricks, they consider themselves to be enterprising, they want brands to be honest and transparent, and they find it difficult to commit themselves to one single brand. As this generation is about three times the size of the previous generation X, their impact on society and other generations is clear. What does this imply in order to successfully involve youngsters in market research?
On december 6th, I had the unexpected opportunity to attend the Vlerick Retail Platform session on Employer Branding. I learned some valuable lessons over there, that I’d like to share with you.
This week Puratos (an international group offering materials and expertise to the food industry) released the results of a global InSites Consulting survey into consumer attitudes and choices to inspire future innovation within the food industry. Last week, during the Taste Tomorrow customer event in Chicago, the results were shared by Hakim Zemni, Managing Director InSites Consulting Belgium who introduced 10 mega-trends for the industry.
There will always be a gap between what a consumer is sharing and how a researcher understands it. This disparity is either created by a culture, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things in the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honored when they are asked to become co-researchers. In this blog post series, our experience with co-researchers is illustrated in 3 case studies from Campbell’s, Air France and KLM and Philips.
Last week we launched our brand new Smartees website, today we’d like to highlight our first upcoming Smartees Webinar which is also our first US hosted Webinar. On Thursday October 18, two of our Managing Partners Niels Schillewaert and Filip De Boeck will host a Smartees Webinar on structural collaboration with consumers, live from our US office in New York. Your chance to find out why your key customers are key to your company and why you have to give them a seat in your board. The Smartees Webinar kicks off at 1pm EST with Niels Schillewaert presenting ‘The Consumer Consulting Board’ on what’s next for online research communities, how to really engage with consumers, how to report results in an impactful way and how to embed the voice of the customer within all departments of your organization.
Last Friday, we won the ‘2012 Best Presentation Award’ with Heineken on the 8th International Conference on Design & Emotion, hosted by the Central Saint Martins College of Arts and Design in London. With keynote speakers like Cecilia Weckström (Head of Consumer Experiences at Lego Group) and Dr. Michael Apter, this conference connects industry and academics on the emotional impact of our products and services on their users. With a focus on design for experience – stimulating engaging and memorable events – the secret to arousing emotions is in understanding the motivations of consumers. As emotions are a very personal state, they are both influenced by interaction with products or services and the objectives of the indivual.
Last week I already shared a review of the the Insights Valley Europe summit, offering 3 main trends that currently dominate our industry. One of the hot topics at the event was ‘Communities’, Discovery Channel and BBC News shared some great cases of how they ran their communities. Today I’d like to share more insights on the presentation of me and Joella Marsman from Heinz. Together, me and Joella presented a Heinz community case, with a specific focus on how to grow the value of a long-term community within an organization.
Within a challenging and competitive environment like the Australian FMCG marketplace, companies are looking for innovation to help them break out of the cycle of e.g. price reductions and declining margins. In this context, we helped Campbell’s (together with Direction First) to get a better view on the constantly changing demands of shifting Australian consumer trends and meal preparation patterns. Therefore, a 3 week period MROC was set up, named ‘Come Dine With Me, Australia’. With topics like the evolution of cooking habits (e.g. How do people prepare their meal?), sources of inspiration (e.g. How do people source their recipes?) and how one sees all of this evolve in the future (e.g. Are consumers going to plan, cook and prepare their food in a different way?), we could really get an understanding of what is happening today with the evening meal and what this means to the Campbell’s brand in particular.
Last year we got a brief from D. E Master Blenders 1753 (an international coffee and tea company) for a challenging research project. D. E Master Blenders 1753, the ambitious company that they are, wanted a complete immersion in the world of the 21st century coffee consumer. The objective was to:
- Gain understanding in the perception of the coffee category
- Gain understanding in the consumption patterns of consumers
- Explore how the different coffee categories can remain relevant
- Chart the mental representations of the different brands
- Gain understanding in the coffee shopper/experience
- Connect with coffee lovers and understand their expectations