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.
Better Together Vol.1 - 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.
This bookzine illustrates why structural collaboration is the new modus operandi. To survive and thrive in these turbulent times, businesses need to keep a finger on the pulse to understand the consumers’ changing needs and wants. This requires commitment in listening to the voice of the consumer, and installing a culture and infrastructure where consumer insights are an integral part of the business.Request your download
Explore the Better Together series
Who to involve to get the most out consumer collaboration.
Still too often, collaboration initiatives are limited to asking consumers for the occasional feedback. Yet, to become truly consumer-centric, brands need to shift from simply listening to consumers, to collaborating with them. It’s about embracing the power of the 90, the 9 & the 1; or collaborating with the right consumer for the right task.
The right blend of research activities for your business challenge.
Human behavior is a complex interplay between actions, cognition and emotions. Yet, the fact that we think & feel and do & make, is what makes us human. Understanding human behavior is thus challenging and requires mixing multiple approaches to get to a full 360° picture. Choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ activities for your business challenge.
Four types of insights communities.
Over the past decade, online insight communities have been characterized by an exponential growth, spurred by brands more actively investing in becoming more ‘consumer-centric‘. Yet, this rapidly increasing popularity brought confusion, as there is no common jargon, not a shared set of best practices. Close the relevance gap for your brand with the right community type for your research need.
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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.
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.