Influencing the Corporate Strategy Agenda with Research Insights by Claire Brooks, ModelPeople & Dina Lawson, McNeil #CRC2014 #MRX


CRC_brochure2013Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.

Influencing the Corporate Strategy Agenda with Research Insights by Claire Brooks, ModelPeople Global Brand Insights & StrategyDina Lawson, McNeil Consumer Healthcare, Johnson & Johnson

  • Help your senior execs to play, and learn, and act upon consumer insights by involving them in the journey
  • Empathy needs to be at the heart of the strategic agenda
  • help executives become strategic learning conductors – embed insights, involve stakeholders, help others uncover insights on their own
  • this is a strategic learning journey
  • important to immerse in strategic context
    • put people in the middle of consumers, cultural/semiotic, social/family, channel/retail, technology/media
    • you only have 15 seconds with executives, need to curate an immersive experience
    • use virtual ethnography; use mobile ethnography to make sure you have articulate consumers
  • need to activate learning by identifying insights and scope
    • don’t leave executives with impressions, create time in the field for them to express what they’ve heard and learned, keep it simple focused on AHAs
  • need to inspire
    • story telling using video and other graphic media
  • Case study – nutrition in India – the desk is dangerous place from which to view the world ~John LeCarre
    • many client assumptions turned out to be very wrong in india
    • need a local research partner experienced in the techniques
  • Case study – korea – there may be language difficulties so be as visual as possible
  • Take your business partners on the journey with you, from objective to key business issues so everyone knows exactly what to do
  • turn all of your materials into a really good actionable page
  • don’t just deliver on a functional benefit – “faster, longer, pinker”
  • Mylicon example – for infant gas, very functional. existing product positioning was not inspirational at all. People saw the product as a life saving product not a fussy baby product. Role of product wasn’t enabling a mother child bond, it was as a magical, god-made product. Completely different positioning for brand. Video played an essential role in proving to the board the positioning was wrong.
  • Product may not change but consumers are always changing.

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