How Samsung, Shell, and Diageo asked new questions to reframe communications

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Three brands across a broad spectrum of industries have used research to create new ideas and reframe familiar problems. At the core of each is speed, leadership, and adaptation; together they speak to a number of lessons about consumer insight, brought to light at the MRS Impact conference (London, March 2018).

Move fast

Samsung, the South Korean electronics company, needed to work out how to grow the TV category and therefore its own headroom. At the outset, the company, famous for its advanced screen technology, believed that the way to do this would revolve around its hardware capability. At the...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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