Preparing for the future: your Pause, Play & Fast-Forward community
Since the rise of COVID-19, the speed at which the world evolves feels like an action movie: it’s impossible to keep up with the fast-sequenced and drastic change of scenes, let alone predict the end of the story. Companies are trying to see the wood for the trees yet struggle to find truly relevant answers to burning questions. In a world where no category, consumer or regional situation is the same, we need to keep a constant finger on the pulse.
To get a grip on the changes which are impacting categories and consumers across the globe, we propose a framework of consumer collaboration that helps your company adapt to any branding, innovation or customer experience challenge.
First, we need to understand what is happening. New habits and practices are becoming part of your consumers’ routine every day. Let’s ‘pause’ and connect with consumers to get close to day-to-day challenges and needs.
“Instead of second-guessing which is ‘right’, we have decided to follow the consumer needs as they evolve. We do stay close. At the end of it, we cannot control what is happening. The only thing we can do is solve their needs.”(client quote from our CMI roundtable discussions on Apr 1, 2020)
However, we cannot ‘pause’ forever; consumers expect companies to act. The question is: what are the right and appropriate actions to take? We involve your consumers directly, enabling you to develop your actions rapidly and in a focused manner.
“We have to decipher what is happening now. The role of insights is to make sure the markets adjust quickly to the changing situation, to the different norm right now. We had to shelve a lot of the plans we had, and change them overnight.”(client quote from our CMI roundtable discussions on Apr 1, 2020)
Changing habits in consumer behavior raises questions about the long-term impact on brands and products. We unlock fresh consumer insights today that will serve as the cornerstone for your business actions tomorrow.
“The one-million-dollar question is: how can we be ready for the recovery phase? While we do not really know what one should do, we can observe what is happening in the world and in people’s day-to-day life to allow for scenario planning. As such, we bring human insights and coloring to what is happening.”(client quote from our CMI roundtable discussions on Apr 1, 2020)
In the belief that knowledge is power we have always, and now more than ever, believed in the power of consumers. By staying close to your consumers, by keeping that finger on the pulse, you’ll be able to adapt your actions today and use consumer insights to be prepared for the future.