Last Tuesday, Tom De Ruyck (Head of Research Communities) and Anouk Willems (Senior Research Innovator) hosted a Smartees Webinar on Consumer Understanding. They specifically focussed on how to connect companies with their consumers and how to inspire companies by confronting them with their consumer’s daily lives. Next to that, some practical cases of Unilever and Heineken were shared with the attendees. For those of you who weren’t able to attend this Smartees Webinar, we offer the full recording and presentation. And don’t panic! We have a lot of upcoming Smartees to offer, handling different themes so don’t hesitate to subscribe for one of these!
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.