The Rise of the Chief Consumer Officer. How do we add more structure to our consumer collaboration? What impact will it have on our culture and performance? In this bookzine, we discuss the five steps to becoming a more consumer-centric thinking company; one in which a “Chief Consumer Officer” plays a pivotal role.
We create and spread new marketing thoughts and research innovations via inspiring bookzines. Here’s a flavor of our latest marketing (research) insights!
Using Strategic Social Platforms to build a brand. What are the net effects of creating social currency? How do you engage directly with a targeted segment of your audience? In this paper, we explore Diesel’s use of Pinterest to answer these questions and more.
How a brand can (re)establish a connection with its consumers. How do we enhance decision making? How does one make business touch points more impactful for the consumer? In this paper, we endeavor to shed light on how research communities can help form a deeper, more meaningful understanding of the consumer.
How to (re)shape the future of your brand with the help of your consumer. May this bookzine serve as inspiration for creating a process of more structural collaboration with your consumers, highlighting the path to becoming more open, agile, and consumer-centric organization.
Qualitative evaluation unearths deeper understanding. IKEA’s annual catalogue is its main medium of engagement for its customers globally. In this paper, we explore how the proactive qualitative evaluation of the contents and cover led to a better understanding of the consumer, and a universally adored catalogue.
Identifying the validated insight with the highest potential. How do you uncover consumer insights that will drive marketing innovation? Marketing dollars aren’t limitless, so once you’ve identified these insights, how do you pick the best one? Download this paper to discover how to identify these insights.
The Consumer Consulting Square. Market Research has evolved from the days of asking questions to a more conversational approach, offering deep-insight, often beyond the scope of the project, giving marketers and innovators new intelligence to consider. This paper argues the merits of more structural collaboration.
A case of structural collaboration that lead to a breakthrough in pack design. How do we generate a generous volume of consumer insights? How can we engage both internal and external stakeholders to use the consumer insights? This paper highlights how consumer collaboration can optimize appeal and adoption.
Mapping brand conversations. What gets a conversation about a brand going? What influences a consumer’s tone? What is the ultimate impact of these conversations on purchasing decisions? This paper maps the various types of consumer conversation and how brands can capitalize.
The next generation of consumers are here, but what does this mean for marketers? In this paper, we distill the learning from top marketing execs across the globe to the 5 steps you need to become and effective marketer in this brave new world.
Delivering more impactful research with a limited timeframe and budget. How do you increase business impact with these constraints? How can these parameters unlock your creativity and inspire innovation? In this paper we discuss the Air France KLM case on how to move beyond the barriers of time and money.
Employing a qualitative approach to improving mobile marketing. Is your research toolbox geared for mobile? In this paper you can read more about the benefits of mobile surveying beyond the tool, and creating more impactful mobile marketing campaigns.