Human & Cultural Insights

Profit

A multi-layered approach for looking at people and culture in fresh ways that generate smarter frameworks of decision and action.

kantar marketing impact award

PepsiCo – Kantar Marketing Impact Award Winner, 2011

diageo award

Diageo – Consumer Planning Awards, Agency of the Year, 2011

kantar business impact award

Kraft – Kantar Business Impact Award, Grand Prix Winner, 2011

mrs award

MRS – Virginia Valentine Award for Cultural Insights, Finalist, 2012


 

From

Four-phase approach

1

FRAME

Scan all sources and perspectives to establish and understand the context properly.

  • Our proprietary knowledge base gives us a head start.
2

FOCUS

Identify the right question(s) to answer and understand, reflecting key hypotheses, gaps and priorities.

  • Our trends and futures expertise orients us to ask what’s next, not just what’s here now.
3

DIG

Explore the consumer mindset using all appropriate methods of understanding, including qualitative, quantitative and data mining.

  • We use layered methodologies to ensure that we see the issue(s) from a wide range of perspectives.
4

ACTIVATE

Develop a framework of anticipation by which to shape decisions, and then embed this in the organization through design, multimedia and workshops.

  • We distill insights into simple, actionable frameworks that are communicated and activated with impact.

“Our aim is to move to longer-term strategic conversations to shape and deliver our ambition. This is where Kantar Futures came into the mix. While there are many positives, I will highlight a few. One, the ability to integrate complex content into simple and engaging frameworks. Two, comprehensive and thorough analysis, which delivers a very robust foundation. Three, the inclusive, relaxed yet thorough approach.”
Marketing Director, Gum & Candy, Kraft Latin America

“Wow! This is a truly remarkable piece of work. Interesting, convincing, tangible. Very helpful. The value lies in the neat framework you created to help us make sense of the busy, often confusing dynamics of the internet age across so many diverse markets. The perfect marriage of rigorous data and art and creativity.”
Global Insight Manager, Beverages, PepsiCo


 

Change

We help clients answer questions about changing people and culture, such as …


 

Case Study: Kraft Foods

Kraft Foods Case Study


 

Case Study: Diageo

Diageo Case Study


 

Case Study: PepsiCo

PepsiCo Case Study


 

Case Study: Alcatel-Lucent

Alcatel-Lucent Case Study