Nivea in touch
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Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
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