Consumer connect

A brand’s performance is largely determined by the millions of decisions made by employees every day. The more these decisions are fueled by a rich, clear and aligned understanding of the consumer, the more likely your organisation is to thrive. This is the essence of customer centricity. 

Too often stakeholders find themselves trapped in an ‘executive bubble’, disconnected from the true thoughts, feelings and perspectives of their consumers. This is where our ‘Consumer connect’ solution comes in, designed to change the hearts, minds and actions of your employees. 

How do we put your internal stakeholders into their consumers’ shoes? 

• Direct one-to-one contact: Through our ‘Consumer connect’ programmes, we connect the right consumer with the right stakeholder for an eye-opening conversation. But it doesn’t stop there. We train employees upfront to confidently engage with consumers and encourage them to share their stories and reflections after each session.  

• Immersive techniques: We offer many other ways to connect with consumers, from experiential consumer immersions and research safaris to AI-powered chats and avatars.  

Our diverse toolkit of online and offline ‘Consumer connect’ techniques not only deepen consumer connections and empathy but also maximize the ROI of insights. Internal stakeholders are actively involved, living and breathing the consumer reality. As such, this solution reinforces a culture of human empathy, helping you to become truly customer-led in priorities and decisions. 

 

Deep consumer understanding

Many organisations today find themselves data-rich but insight-poor. With multiple, misaligned data sources, it’s become nearly impossible to develop a deep, holistic understanding of customers across the organisation. Combine this with an over-investment in tactical research, and the gaps in understanding consumer behaviour only widen. 

We help you build deep consumer understanding through four lenses of human dynamics: 

• Culture: Using AI social intelligence and semiotics, we uncover the hidden forces driving cultural change. 

• Category: Our refreshing approach to AA&U (Awareness, Attitudes and Usage) merges quantitative research modules with qualitative contextual understanding. 

• Cohort: Through cultural analysis and/or qualitative deep dives, we connect with your target audiences, including underserved groups, Hispanics, Gen Z and families. 

• Consumer: From online communities to ethnographies and in-home research, our robust qualitative toolkit drives deep consumer understanding with meaning and actionability. 

 

Segmentation strategies

Segmentation is a vital, long-term guiding light for any brand seeking to better understand its target audience and maximize its competitive edge. It allows you to tailor your products, services and marketing strategies to better meet the evolving needs of consumers.  

Often, segmentations fall into the trap of being merely ‘interesting’ without being genuinely useful. This happens when too much emphasis is placed on creating the segmentation itself and developing the persona rather than ensuring team alignment, educating stakeholders and fostering adoption. 

We support you in creating actionable segmentation strategies by: 

• Clarifying your objectives and how the organisation intends to use the segmentation – helping guide the type of segmentation you need. 

• Engaging cross-functional stakeholders from the outset. 

• Incorporating cultural insights into segment creation – because understanding needs and behavioural data alone isn’t sufficient for future-proofing strategies. 

• Creating AI-powered personas that bring segments to life. 

• Investing in and championing for the internal change work necessary to change mindsets and behaviours.