The Insight Academy: a cultural change driver for Suntory

The Insight Academy is a modular workshop designed to make a team or brand to become more insight-led and consumer-centric by teaching participants the ins and outs of insights. Suntory rolled out the Insight Academy Program, installing an insight-centric culture across markets.

The challenge

World-leading consumer food and beverage company Suntory was established in 1899. An organization steeped in tradition with a rich heritage, Suntory Food & Beverage Europe saw the need to change the internal culture in order to bring its consumers and its employees closer together. A core component of its strategy was to implement a marketing competency program in the European and African territories, focusing on the art of writing good consumer insights – enter the InSites Consulting Insight Academy.

Our solution: The Suntory Insight Academy Program

Suntory rolled out the Insight Academy program in two years time, challenged itself to train over 300 employees across Europe and Africa to identify strong consumer insights and act on them, to bring the consumer closer to the core of the company.

Some of the core questions addressed by the Insight Academy included:

  • What is an insight?
  • Why do we need to be insight-led?
  • How does one identify a (great) insight?
  • How do we create a real, sustainable impact by turning these insights into action?
  • Why do we need to be relevant to remain competitive in the 21st century?

The first year of the activation predominantly focused on training employees in the various modules offered by the Insight Academy over the course of the two-day face-to-face workshops, organized in six different cities.

During the second year, we hosted two-day onboarding training workshops every quarter (which was especially beneficial to the business’ new joiners). The sessions were organized with both global and local management teams, with customized content to address the specific team and market needs, and co-creating next steps to truly embed the process in the company culture.

The impact

Suntory has described the process as “a cornerstone for cultural change in the company”, lauding the inducement of the mind-shift, as employees could see the value of bringing the consumer closer to the heart of the business. Suntory noted numerous improvements across multiple business units, and continue relying on the learnings from the program to guide the company’s journey.

Suntory is not the only multinational organization that has benefitted from the Insight Academy: Pernod Ricard, Danone, Heineken and Reckitt Benckiser have all attended the Academy, and improved a facet of their business.

Wish to read more about the Insight Academy? Contact Tom De Ruyck or read on to discover the 4 modules of our Insight Academy!