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.
Better Together Vol.3 - The power is in the mix
Human behavior is a complex interplay between actions, cognition and emotions. To this day, researchers are debating how affect and cognition are intertwined and drive human behavior. 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. But too often, marketing research tends to think in paradoxes, where it is still an OR (e.g. single method focus) rather than an AND story. As experts in consumer-brand collaboration, we believe in building synergies through hybrid thinking.
In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.Request your download
Explore the Better Together series
Why structural collaboration is the new modus operandi.
To survive and even thrive in 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. It requires ‘consumer centricity’.
Who to involve to get the most out consumer collaboration.
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 & the 1. The right consumer for the right task.
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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.
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.