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

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Advertising
Syndicated Today

Banned Books Week Urges People To Seek Out Controversial Works

Joining the annual celebration of the right to read, US author Jessica Herthel called for 'more information, more voices' to protect diversity

Augmented & Virtual Reality Today

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Today

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps

Augmented / Virtual Reality Today

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Culture Today

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Today

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Financial Services Today

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

Design & Architecture Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

No search results found.