how a consumer consulting board brings the consumer to life within the company
DESCRIPTION
How a Consumer Consulting Board brings the consumer to life within the company, workshop presented by Tom De Ruyck (InSites Consulting) and Joella Marsman (Heinz) at the Qualitative 360 event on Tuesday November 19, 2013 in Singapore.TRANSCRIPT
How a Consumer
Consulting Board
brings the consumer
to life within the
company
Head of Consumer Consulting Boards
@TomDeRuyck
Tom De Ruyck
Consumer Insights Manager
@JoellaMarsman
Joëlla Marsman
1. ABOUT HEINZ
2. FOODCOMMUNITY
3. FASTER, BETTER, STRONGER
4. ENGAGE FOR SUCCESS
5. RESULTS
1// ABOUT HEINZ
CONSUMER FEELING…
2// THE FOODCOMMUNITY
# Profile Number Duration Objectives
FASTER
BETTER
STRONGER
FASTER
BETTER
STRONGER
FASTER
BETTER
STRONGER
FASTER
BETTER
STRONGER
HJ Heinz, Zeist
2008
2009
2011
2013
…LET’S START WITH OUR MEMBERS
4// ENGAGE FOR SUCCESS
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
MEET PEOPLE
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
…AND HOW TO INVOLVE
Engage
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE
WITH REAL STORIES
2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE
INTO ACTIONS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE
2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE
2/ CREATE BUZZ 3/ INSPIRE 4/ ACT 5/ RE-USE 1/ IMMERSE
5// RESULTS
COMMUNITY IS A DIRECT CONSUMER LINE #FASTER
COMMUNITY IS CROSS DEPARTMENT #STRONGER
COMMUNITY GIVES A 360 VIEW #BETTER
COMMUNITY IS A DIRECT CONSUMER LINE #FASTER
COMMUNITY IS CROSS DEPARTMENT #STRONGER
COMMUNITY GIVES A 360 VIEW #BETTER
HUNGRY FOR MORE?
THANK YOU!
@JoellaMarsman
@TomDeRuyck
Questions?