Post on 25-Jul-2015
Case study
Nivea: Being in touch with consumers
Facilitating the process of insight generation throughout the CEEgeneration throughout the CEE region
16.4.2008 www.idealisti.eu 1
Facilitating the creation of consumer Facilitating the creation of consumer insight
The process, however, requires deep involvement of Beiersdorf employees in the process.
ChallengeNivea is one of the iconic face‐care brands worldwide. H i li d h i
Corporations have loads and loads of data –
“Data is not understanding, understanding is not insight.”
However, it realized that in order to be in touch with its consumers the occasional focus group run or U&A study wasn't enough The more so because
and it keeps coming. But how to turn data into
SolutionThe “ideal process” is one thing, the real life quite another We
enough. The more so because having data doesn’t necessarily mean having insight. Beiersdorf (the corporation which owns Nivea) developed its own
understanding and, eventually,
consumer the real life quite another. We became – as moderators and facilitators – the “implementation arm” of the new method. In the region, we
Nivea) developed its own proprietary method for distilling insights from the immense body of data they have at their disposal.
insight?
g ,moderate and facilitate one or two‐day workshops
p
16.4.2008 www.idealisti.eu 2
Continued on the next page >
The ResultThree to four times a year the central strategic unit gets
h “f d f h h ”
which lead the brand managers from relevant data choice through the creation of deep understanding of consumers’
“Corporations can often rely on their own
enough “food for thought” to keep their product development pipeline busy for two to three years in advance. The system of validation of the
gneeds and motives to the actual formulation of the insights.
resources in generating consumer
The system of validation of the insights has proven that corporate “crowdsourcing” is definitely a way to go in the development of consumer
The results of the workshops are fed to the central strategic unit where they become the basis form product innovation,
insight. They just need proper
development of consumer insight and market understanding.
Our role as facilitators in the
regional marketing communication initiatives and much more.
facilitation of the process.”
Our role as facilitators in the process has enabled us to improve the process standards
16.4.2008 www.idealisti.eu 3
Continued on the next page >
and to become an integral part of the regional marketing team at Beiersdorf.
About Idealisti
Today's ideas will become tomorrow's world
Not only we (still) have ideals but also we believe that most of what we experience today and what makes up our world has been here yesterday in a form of an idea.
We believe in the transformative power of thoughts (in the form of brands, for example) in their power to move alsoexample), in their power to move also very material and sometimes heavy things like pianos, buildings, cars, jars of face care lotions or even people.
We help create and steer brands – ideas which have the ability to animate yorganizations, infuse consumption with meaning and bring about good things to life. We always do it in dialogue with those in charge of brands (which is just about anyone who has ever heard of the brand) and with the notion that all the id b d ill h t t fideasbrands will have to compete for their existence in the free arena.
27.1.2010 www.idealisti.eu 4