Engage, inspire, act - 3 step stones towards developing more impactful products
Tom De Ruyck
InSites Consulting, Belgium
Stan Knoops, Gita Coenen and Soraia Rodrigues
Vlerick Leuven Ghent Management School, Belgium
BRINGING CONSUMERS INTO UNILEVER’S RESEARCH & DEVELOPMENT CENTER
Great companies understand the importance of consumer insights when it comes to outperforming competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, has proven to be one of the most critical corporate competencies.
Such engagement ideally to happens on three levels:
‘Hearts’ of employees: establishing a culture of consumer centricity and creating a mind shift among employees.