From relevant to hyper-relevant
Companies these days are exposed to a multitude of new business models; IKEA is experimenting with furniture subscriptions; online marketplaces like Airbnb are disrupting traditional industries. At the same time, technology is developing exponentially, uncovering new product and service opportunities and executions. In this context of hyper competition, it could be easy to lose touch with what really matters: the consumer.
This consumer is likewise confronted with the reality of the fast-changing and growing landscape of brands and products. But, how are they to see the wood for the trees? Consumers look for relevance and pick those brands and products that tap into their needs, giving them exactly what they want, when and where they want it. It makes it hard to please consumers in the long-term; due to the rapidly changing context, what is relevant today may not necessarily be what is relevant tomorrow. The challenge for companies is, in other words, to be hyper relevant; get close to consumers in order to understand their frictions and desires; not only today, but also tomorrow and even the day after tomorrow.
The first step in understanding consumers starts with the bottom line; what is a good consumer insight and how do we get to these fresh insights? That is where the Consumer Centricity Academy comes in. This is a modular workshop approach which teaches participants the ins and outs of insights; this is how it aims to make a team or brand become more insight-led and consumer-centric .
The Consumer Centriticy Academy follows three principles aimed to truly create impact.
First of all, it aims to install a common language across departments, from marketing to sales to R&D to senior management. Our unique insight formula and insight-writing techniques get everyone on the same line.
Second, we believe in a ‘blended learning’ approach. Companies, like consumers, are not searching for a ‘one-size-fits-all’ approach: they need a tailor-made program, adapted to the needs, capabilities and capacity of the involved stakeholders. We have all modules available in digital formats and offline workshops, making it possible to mix and match to our own desire.
Lastly, not only are our digital channels a way to leverage the Consumer Centricity Academy, we also offer to ‘train-the-trainer’, empowering the company to scale the gained skills and knowledge and be in control of roll-out.
The versatility and impact of the Consumer Centricity Academy has been experienced already by a number of global companies: Suntory chose an intense offline approach, where InSites Consulting was in the lead to train audiences across markets in a two-year program. Heineken on the other hand preferred the online Academy, focusing on activating the research departments, leading to a true cultural shift in their consumer research approach. Finally, Pernod-Ricard installed an insight-led culture by first piloting our Academy with a core team that was trained to roll out the gathered knowledge to a broader audience.
Eager to learn more about our Consumer Centricity Academy? Then visit our Academy today!
Or do you want to learn how to turn your insights into action? Request your download of our ‘Impact is the (new) name of the game‘ bookzine! Ready to take the next step and generate strong insights?