menu

Bulldog Drummond: Connecting The C-Suite To Their Consumers

Bulldog Drummond: Connecting The C-Suite To Their Consumers
Advertising

Business executives are often disconnected with their consumer base. Here's how to bring them back.

Shawn Parr, Bulldog Drummond
  • 11 october 2011

Senior executives are layers removed from the people who buy their products everyday and it’s not uncommon to find a significant number of senior executives lacking a current and well-rounded understanding of the needs and behaviors of the people they’re in business to serve. Executives often pay little attention to annual research presentations (that cost millions of dollars a year) and often don’t act on the information they’re given. They operate from significant misconceptions, dated information, personal bias and long-held myths about consumers. This big disconnect can lead to poorly informed strategic planning, misfires on product development and investment allocation. Executive team members can benefit significantly in their individual functional areas by putting their consumers first and getting to know them in a deeper and more dimensional way.

1. Move research from ignored to inspired

Elevate the importance of research and ensure it is a business intelligence function that informs all areas of your business. Ban PowerPoint and insist on dynamic and interactive conversations rather than presentations.  Insist that content for presentations are informative, inspiring, engaging and action-oriented with insights, implications and ideas that can fuel decision-making.

2. Move research from analytical to directional 

Research is often overlooked or quickly forgotten because the presentations are data-driven and dry. Research always tells a story so insist that all forms of research are delivered with data-driven insights presented with the clear implications and provocative questions to inspire new thinking.

3. Move from research that only illustrates statistics to stories that profile real people 

Bring your consumer to life in a way that people can understand and relate to. Insist that deep personifications of each of your consumers are created to show them as real people, with all facets of their lives clearly illustrated to help connect your company to the way your consumers live their lives.

4. Move from static to dynamic research

With amazing research design, technology and a clear directional brief, research should be dynamic and inspiring. Ensure you have an active portfolio of research methodologies that provide you with regular and directionally informative updates about the needs, wants, opinions, behaviors, habits and concerns of the people who buy your products and services and the trends that impact the world they live in.

5. Research that moves from data to business intelligence 

Develop a dashboard model that connects all of your data so it tells a story and becomes a predictive tool that models scenarios for business performance, business decisions and strategy development. The model should connect sales and traffic performance data, category, economic, environmental, financial and emotional indicators that are combined to help you understand the directional changes of consumers.

Read original post here. Republished with kind permission.

Images via flickr users Marc Wathieu and bade_md

Advertising
Trending

Retail Expert: What Sustainability Means To The Millennial Generation

Beauty
Design Today

Milk Proteins Could Be The Packaging Material Of The Future

A newly discovered casein-based alternative is biodegradable, sustainable and even edible

Technology Today

Intel’s New System Will Help Technology See And Understand The World

Joule is a tiny board for developers designed to bring powerful computer vision to cheap and easy-to-make prototypes

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Design Today

This LA Hotel Is Designed Specifically For Cocktail Drinkers

The Walker Inn is a new Los Angeles "Bed and Beverage" experience that offers guests an intimate setting for their night cap

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

PURPLELIST EXPERTS

Aaron Koblin

Virtual Reality, Story Telling

Advertising Today

Interactive Art Exhibition For Dogs Provides Endless Fun

Installations created by artist Dominic Wilcox are based on activities loved by canines, such as fetching tennis balls and splashing in water

Beauty Today

Design Your Own Custom Watch Faces

Customize your wrist device with Garmin's new app that lets you display personalized images or patterns

Syndicated Today

How The Olympics Taught Us Lessons In Cloud Analytics

Dan Vesset, group VP for analytics and information management at IDC, tells how cloud-based business analytics support decision-making

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 22, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs Today

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Today

Artist Shuts Down Sexist Comments By Turning Them Into Images

Rora Blue explores social stigma in a photo series titled 'Handle With Care'

Arts & Culture Today

Japanese Face Wash Creates A Perfect Rose Every Time

Kanebo's latest addition to the Evita line includes an application that dispenses cleanser in the shape of a flower

Mobile Today

Twitter Bot Will Warn You If You Are A Troll

An online tool developed out of Intel's Hack Harassment movement helps filter out or notify cyber bullies

Retail Today

Passengers Can Now Earn Airline Miles For Sharing Their Location Data

The Frequent Flyer app measures background data and gives travelers points that can be exchanged for tickets with participating airlines

Advertising Today

The NBA Is Releasing Two Original Shows To Stream On Twitter

The sports league announced a deal that demonstrates an interesting expansion of its content strategy

PSFK LABS REPORT

Innovation Debrief: Boston
Business Concepts Born In 'The Hub'
AVAILABLE NOW

Automotive Today

Cadillac Concept Shows A Future Design Direction

The flagship sedan reveals the brand is continuing to hone and refine its luxury aesthetic

Design Yesterday

Device Gives Home Renovators X-Ray Vision

Walabot gives homeowners with a knack for DIY construction projects the ability to see what's hiding behind their walls

Fashion Yesterday

Modular Bag Can Be Folded Into Many Shapes And Forms

The ModiBag is made using wooden components covered in leather, which can be bent into different formations

No search results found.