|Author(s): Vivek Banerji, Angela Spatharou, Takashi Takenoshita
Collection: Consumer Insights 2009
Keywords: Word of Mouth
ESOMAR Best Paper Award 2008/2009
|PDF version (download)|
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Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but social marketing programmes for behavioural change. A case study shares learning and brings to life our entire journey of developing original and holistic insights about consumers’ lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.