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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
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
“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
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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Nivea in touch

  • 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. 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. “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. 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