The Insight Community Playbook
This bookzine summarizes the content of three pieces that deepdive into specific aspects of online insight communities.
Bookzines
We create and spread new marketing thoughts and research innovations via inspiring bookzines. Here’s a flavor of our latest marketing (research) insights!
Conscious Consumption
Sustainability is a key concern amongst consumers, and this has only increased with the COVID-19 pandemic. This bookzine highlights some of the key barriers amongst consumers as well as their expectations towards brands, through proprietary research, expert interviews with sustainability executives from several industries, and brand illustrations.
Online Insight Communities
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
The power is in the mix
Human behavior is a complex interplay between actions, cognition and emotions. In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.
The Innovation Machine
To meet changing consumer needs in a category with more choice than ever before, Anheuser-Busch overhauled their product development process in 2018. iWeek, A-B’s annual strategic innovation initiative with people centricity at the core, has evolved over the past 3 years, yielding exceptional results.
Unlocking the power of consumers
Different people come with a different set of unique skills and competences. Research has shown that out of every 100 people, 90 merely consume content, 9 will like, share or react to what is created, and only 1 will actually create something. And this is no different for consumers.
From Consumer Intelligence to Consumer Centricity
In a world where change is inevitable, and the pace at which things change unpredictable, the ability to be responsive is the new competitive advantage. To stay relevant, brands need to surf the wave of change and build resilience by developing a collaborative mindset.
Brand Religions
Simplifying the world of marketing, grouping the most popular books, frameworks and beliefs in different schools of thoughts or ‘brand religions’. So what is your brand religion and are you measuring brand success the right way?
The Creativity Gap
Involving the right crowd to get to ideas that spark. Creativity is the number one skill needed to survive and thrive in the current market reality. How do you unlock creativity for your brand? And how are you managing your creative capacity?
The Customer Journey Revolution
Create truly authentic and sustainable customer-centered experiences. How do you disrupt category conventions? How do you keep your finger on the pulse of your customers’ wants and needs? How do I use my existing resources to build a relevant and authentic customer experience?
Innovation Envy
Unfolding the DNA of successful disruptors. What can established innovators learn from these successful disruptors? How do you increase the speed and quality of innovation internally? How can your organization embed the disruption DNA in your innovation process and research?
Who’s up NXT
A Cross-Generational view on Next Generation marketing. What differentiates new consumer generations from the previous generations? What marketing and engagement tactics are most effective for the NextGen? What influences the NextGen’s buying behavior?