Turning Shopper Insights into Company-wide Memes
Danone disrupts shopper research by engaging with a tribe of shoppers

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Author(s): Niels Schillewaert, Tom De Ruyck, Thomas Troch, Anouk Willems, Holly Rozelle, Olesya Govorun
Collection: Congress 2015 - Revelations
Keywords: Purchase Intent, Business Trends, Wellness

ESOMAR Best Paper Award 2015/2016
ESOMAR Congress 2015 Award Nominee - Best Case History
ESOMAR Congress 2015 Award Nominee - Best Methodological Paper
ESOMAR Congress 2015 Award Winner - Best Paper Overall
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Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Dannon has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the “Healthy Minded People community”, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.

Date of publication: 01.10.2015
ISBN: 92-831-0283-5
Order Code: 338070_26
Number of pages: 11

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