Where should I focus my effort to influence and motivates my
customer's actions?
Consumer or customer insights are the oxygen for smart growth
decisions. They need to be focused on informing key 'growth
actions'. Ultimately, effective marketing actions are those that
successfully influence target audience actions. Our bias is around
studying behaviour and understanding the motivations behind
this.
Our business strategy expertise ensures our customer and
consumer research if focused on the growth context and key business
decisions to be informed by the research and pushing our findings
to a "so what" to inform management action. This often ensures our
findings involve cross functional sessions to discuss implications
and drive a whole of company response.
How do I get my organisation to be more in touch with consumers
and on top of the latest developments? How do I bring a "customer
voice" to management decisions?
A customer orientation throughout the company ensures a focus on
hitting the right button, no-matter in which function or department
is involved. Having this kind of culture promotes a effective
cross-functional action as all are on the same page, decision
making is sped up and can consequently free up resources for formal
research to explore the bigger strategic decisions.
We set up programs and internal capability to enable clients to
leverage their own organisations' front line "ears and eyes" and
plug into customer's feedback and ideas. Our online communities
capability can be integrated into daily managemnt decisions
enabling a constant dialogue, ensuring that the right information
arrives at the right moment at the right desks. The result is that
departments find it easier to communicate and work together, as
they have the vocabulary and common external outlook to do so.
What will be driving growth in my market over the next few
years? Where are my big risks? Opportunities?
A trend intelligence analysis anchored in a fundamental
understanding of human behaviour and key behavioural influences i s
the most valuable way of identifying and seizing future
opportunities. This will identify what trends are "long term
directions or patterns" from which future scenarios can be forecast
and strategies for competitve advantage developed.
We have established a consistent feed of market intelligence
from many different sources around the world. Information networks
combined with our expertise and experience in not only identifying
but making sense of these, coupled with our focus and attention to
how this translates to consumer behaviour 'on the ground' ensures
that we not only help our clients identify the opportunity, but
work with them to take advantage.