How a Consumer Consulting Board brings the consumer to life within the company

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How a Consumer Consulting Board brings the consumer to life within the company, workshop presented by Tom De Ruyck (InSites Consulting) and Joella Marsman (Heinz) at the Qualitative 360 event on Tuesday November 19, 2013 in Singapore.

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How a Consumer Consulting Board brings the consumer to life within the company

  1. 1. How a Consumer Consulting Board brings the consumer to life within the company Joëlla Marsman Consumer Insights Manager @JoellaMarsman Tom De Ruyck Head of Consumer Consulting Boards @TomDeRuyck
  2. 2. 1. ABOUT HEINZ 2. FOODCOMMUNITY 3. FASTER, BETTER, STRONGER 4. ENGAGE FOR SUCCESS 5. RESULTS
  3. 3. 1// ABOUT HEINZ
  4. 4. CONSUMER FEELING…
  5. 5. 2// THE FOODCOMMUNITY
  6. 6. # Number Profile Objectives Duration
  7. 7. FASTER BETTER STRONGER
  8. 8. FASTER BETTER STRONGER
  9. 9. FASTER BETTER STRONGER
  10. 10. HJ Heinz, Zeist
  11. 11. 2008 2009 2011 2013
  12. 12. 4// ENGAGE FOR SUCCESS …LET’S START WITH OUR MEMBERS
  13. 13. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  14. 14. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
  15. 15. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT GOODIEBAGS QUIZES COMPETITIONS
  16. 16. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT MEET PEOPLE
  17. 17. …AND HOW TO INVOLVE
  18. 18. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT Engage CONSUMER WORLD 5/ RE-USE
  19. 19. 1/ IMMERSE 2/ CREATE BUZZ WITH REAL STORIES 3/ INSPIRE 4/ ACT 5/ RE-USE
  20. 20. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE INTO ACTIONS
  21. 21. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE
  22. 22. 1/ IMMERSE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE
  23. 23. 5// RESULTS
  24. 24. COMMUNITY IS A DIRECT CONSUMER LINE #FASTER COMMUNITY GIVES A 360 VIEW #BETTER COMMUNITY IS CROSS DEPARTMENT #STRONGER
  25. 25. COMMUNITY IS A DIRECT CONSUMER LINE #FASTER COMMUNITY GIVES A 360 VIEW #BETTER COMMUNITY IS CROSS DEPARTMENT #STRONGER
  26. 26. THANK YOU! Questions? HUNGRY FOR MORE? @JoellaMarsman @TomDeRuyck

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