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.
Better Together V2: 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.
Great power lies in involving a diverse set of people when rallying around business challenges. Consumer collaboration leverages this diverseness, as it allows to tap into a wide variety of competences and skills, some of which might not be available inside an organization.
This bookzine illustrates how to get the most out of such collaboration initiatives, by involving the right consumer for the right task. Still too often, collaboration initiatives are limited to asking consumers for the occasional feedback. To become truly consumer-centric, brands need to shift from simply listening to consumers, to collaborating with consumers. It’s about embracing the power of the 90, the 9 and the 1.Request your download
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As the world’s leading brewer, Anheuser-Busch has a strong commitment to lead future growth. To meet changing consumer needs in a category with more choice than ever before, the company 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.
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.