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Case study




    Nivea: Being in touch with 
    consumers
    Facilitating the process of insight
    generation throug...
Facilitating the creation of consumer 
insight
      Corporations                                       The process, howev...
“Corporations       which lead the brand managers 
                        from relevant data choice 
                    ...
and to become an integral part    About Idealisti
            of the regional marketing team    Today's ideas will become ...
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Nivea In Touch

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This is a short case study describing how Idealisti have been involved in moderating an insight/generation process in Beiersdorf in the CEE region.

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Transcript of "Nivea In Touch"

  1. 1. Case study Nivea: Being in touch with  consumers Facilitating the process of insight generation throughout the CEE region 16.4.2008 www.idealisti.eu 1
  2. 2. Facilitating the creation of consumer  insight Corporations The process, however, requires  Challenge deep involvement of Beiersdorf  have loads and Nivea is one of the iconic face‐ employees in the process.  loads of data – care brands worldwide.  However, it realized that in  H i li d h i and it keeps “Data is not understanding,  order to be in touch with its  coming. But how consumers the occasional focus  understanding is not  group run or U&A study wasn't  insight.” to turn data into enough. The more so because  enough The more so because understanding having data doesn’t necessarily  and, eventually, mean having insight. Beiersdorf  Solution consumer (the corporation which owns  The “ideal process” is one thing,  Nivea) developed its own  Nivea) developed its own the real life quite another. We  the real life quite another We insight? proprietary method for  became – as moderators and  distilling insights from the  facilitators – the  immense body of data they  “implementation arm” of the  have at their disposal. p new method. In the region, we  g , moderate and facilitate one or  two‐day workshops Continued  on the next page > 16.4.2008 www.idealisti.eu 2
  3. 3. “Corporations  which lead the brand managers  from relevant data choice  The Result can often rely  through the creation of deep  Three to four times a year the  on their own  understanding of consumers’  g central strategic unit gets  needs and motives  to the  enough “food for thought” to  h “f d f h h” resources in  keep their product  actual formulation of the  generating  insights. development pipeline busy for  consumer  two to three years in advance.  The system of validation of the  The system of validation of the insight. They  The results of the workshops  insights has proven that  just need  are fed to the central strategic  corporate “crowdsourcing” is  unit where they become the  definitely a way to go in the  proper  basis form product innovation,  development of consumer  development of consumer facilitation of  regional marketing  insight and market  the process.” communication initiatives and  understanding.  much more. Our role as facilitators in the  Our role as facilitators in the process has enabled us to  improve the process standards Continued  on the next page > 16.4.2008 www.idealisti.eu 3
  4. 4. and to become an integral part  About Idealisti of the regional marketing team  Today's ideas will become  at Beiersdorf. 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 also  example) 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  y which have the ability to animate  organizations, 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  ideas­brands will have to compete for  id b d ill h t t f their existence in the free arena. 27.1.2010 www.idealisti.eu 4
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