Marketing beyond instincts: Delivering front end insights quickly, accurately and at a fraction of cost

Gigi Leung, Daphne Mavroudi-Chocholi and Vanessa Oshima

ACUVUE, a contact lens brand, developed a new approach to deliver front-end insights cheaply in Japan.

Introduction

Increasingly, the power of insights and the need to stay consumer-centric is becoming central across organisations. The same holds true for ACUVUE®, where our company mission challenges us to put the needs and well-being of the people we serve first. We recognised that consumers today are much more demanding and hold growing expectations for brands. Consumers today are fully accustomed to having access to what is happening around them and they expect brands to respond in real-time, in a relevant and personal way. A recent survey by Salesforce (Salesforce, n.d.) found that 62% of consumers now expect brands to...

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