From Consumer Connection to Consumer Insight
A Nestlé case study
Abstract
It is always difficult to reconstruct consumer insights, which would be effective for developing business. This paper is about the real case:
- how we managed to incorporate consumer connection program into the market research project and
- how we reconstructed consumer insights, which helped us to build relevant and effective communication for kids in ice-cream category for Nestlé in Poland.
In my presentation I will briefly describe the ice-cream market situation in Poland, reveal the objective of the whole project we did, show all the steps of the projects – from planning, through making researches, analyses, conducting consumer connection, up to the workshop, where we developed insights. Later on, I would like to show further business actions – what we did with these insights, how we used them in developing creative ideas and I will show the final film we aired, plus I will show the other promotions we did. Finishing, I will try to show the analysis of what went well and what were the learnings for the future.
Małgorzata Blachowska
Małgorzata Blachowska has been in the market research area since 1996. Five years at Unilever Polska and since 2000 at Nestlé Polska, managing the Market Research Department.
Education – University in Szczecin (Poland, Slavonic institute), postgraduate studies at University in Cracow (MR Methods) and at High Economic School in Warsaw (Management).
A member of ESOMAR and PTBRiO (Polish Society of Market Researchers), Małgorzata is a fan of consumers and new ways of looking for insights.
Małgorzata is married and a mother of two wonderful girls, Dominika and Agata. She loves free moments to spend with her family in the country.
KEEP ME INFORMED |