Development of a New Brand Concept

Ronald Renkema and Carlos Zwikker

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer’s consumption style? This paper aims to provide an insight into the real life process and real life results of a marketing approach based on consumer insight.

Development Of A New Brand Concept

Means-end approach applied to consumer insight

Ronald Renkema Diageo NetherlandsCarlos Zwikker IPM International

Introduction

One of the main issues surrounding consumer insight is how to bring this into the organisation, to the forefront of the business, to immerse each and every organisational functionality with a feeling for the consumer, and to empower the marketer. This 'how?' relates to the new role of the company researcher and to the way agencies can and must facilitate this new role.

At Diageo, Consumer Insight is at the heart of the organisation....

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