Consumer Connect Program
Have you ever talked to your consumer?
We are not referring to observing a researcher interacting with consumers,
but to direct human contact.
No? Then you are no exception.
Many company stakeholders never actually talk to consumers, but rather build their knowledge and understanding of consumers on abstract quotes and numbers gathered from various reports. Yet, this might lead to a misrepresentation of the consumer and might cloud your decision making.
To truly understand the consumer behind the numbers, company stakeholders need to directly connect with consumers. Our Consumer Connect program combines state-of-the-art technology with human engagement.
Explore the four steps of our Consumer Connect Program
The full program consists of four steps for maximal impact, with our proprietary insight activation platform, the Studio, as the digital backbone.
Next, company stakeholders can browse through a library of interesting and interested people, using a series of filters (e.g., region, topic, product use…). Reading through a diverse set of consumer stories and flipping through pictures will trigger them to select one or more participants they would like to connect with.
In a one-on-one video call, stakeholders and consumers connect around several talking points, the main objective being that they get to know each other. It’s all about better understanding the consumer behind the numbers and the human behind the consumer to build empathy.
“Connecting with Pet Parents is critical to our Customer Centricity agenda at Mars Petcare. With our consumer connect program ‘Empathy hour’, we can get associates from all levels of the organization to build deep connections with and understanding of people and their pets. The program helps us to upskill in brand building, allows to use fresh insights as a springboard for ideation and support us in crafting solutions for communication, products and services.”
Emmanuelle Billot Usureau, Senior CMI Manager Care & Treat and Natural & Health EU Portfolio, Mars Pet Nutrition Europe