We had already been working with the client’s International Task Force exploring the global future of Value Brands, when the desire to get beyond the presentations and get down and dirty with some customers emerged.
They saw us as their ideal partner for this exercise because we have the hands on experience with both senior managers and customers to successfully bridge the gap between them. The key was to create an experience that the members of the Task Force found challenging but enjoyable and critically, actually contributed something to their future thinking.
Working round issues such as English not being the first language of many of the participants, we came up with a varied programme of customer interactions. Following the ethnographic ‘field’ visits with customers we then brought everyone together for an evening of communal speed dating where the client could quiz all the customers taking part.