Understanding
U
WINNING WITH CONSUMERS
What
Excites
Consumers
With thousands of brands, substitutes, alternatives and purchasing channels on
offer, connecting with consumers requires a true understanding of what excites and
motivates each and every individual. Companies who can truly understand their
consumers will have a strong competitive advantage and that's exactly what we're
aiming for at HEIN EKEN.
istorically, organisations
have used Market
JL Research as the basis
for many brand-related decisions. But
when it comes to creating iconic brands
that are sought after by consumers,
the days of using only quantitative
data to understand consumers are
long gone. HEINEKEN is committed to
using state-of-the-art tools to gain an
in-depth understanding of the desires
and motivations of consumers, enabling
our marketers around the world to build
brands that connect with consumers and
activate them in a powerful way.
"Humans are emotionally intelligent, so we
need to understand what truly motivates or
excites us," explains Florence Guesnet, Senior
Global Consumer and Market Intelligence
Director at HEINEKEN. "Looking at numbers
and percentages of things such as age
group, gender, or income only tells half the
story. Consumer and Market Intelligence (CMI)
helps us to understand consumers, shoppers
and market dynamics in a much more in-
depth and meaningful way.
"In addition to investing in this deeper
understanding of our consumers, we also
use CMI to confirm that major marketing
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