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

This paper uses a case study of a research project for Nestlé's NESTEA iced tea brand to highlight the importance of effective collaboration between a client's insight function, its market research agency and its advertising agency to bring customer segments to life.

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 MitchellBeverage 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands