From co-creation to co-deployment: A case study on consumer segmentation - How strong collaboration between the insight function, research agency and ad agency led to effective results

Murat Demiral and Wendy Mitchell
Beverage Partners Worldwide, Switzerland and RDSi, UK

INTRODUCTION

We have experienced consumer segmentation models. How do we work these to more fully understand our consumer and how do we integrate this enhanced knowledge into our communication, innovation and brand activation strategies? Lifestyle insights bring our target consumers into sharper focus and this should lead to richer creative briefs, more relevant innovation strategies, engaging brand activation exercises. Therein lies the challenge! Initial fascination can lead to ‘so what do we do now?!’, unless the insights within the model are concisely communicated, deployed and applied throughout the business.