Nothing fires up your innovation juices like having true empathy for your target audience – a deep understanding of their needs and the compromises they are curently being forced to make
In order to build real consumer closeness, one major baby-food manufacturer has encouraged its marketing and insight teams to buddy-up long term with first-time mums in their locality. In this way they gain deep, actionable insights – and inspiration for their ideation processes.
We've hear that this process has been so successful, that they have rolled it out to other customer-facing functions – with equivalent success.
