Consumer Insights Reporting & Training
Executive Summary
SITUATION:
A large, multinational consumer healthcare company had recently acquired a specialist skincare brand. The UK Consumer Insight team was tasked with assimilating and extracting key insights from the brand’s historical and current market research work, to develop new avenues for brand growth for the marketing and sales teams. However, the insights team lacked the resources and skills to execute this in the face of other, more urgent priorities.
OBJECTIVE:
Synthesise the most compelling research data and learnings for the brand into a concise narrative with clear, actionable insights for business growth. Build internal insight team capabilities for future insight synthesis and curation work.
ACTIONS:
Vista Insights was tasked with completing the insight curation work for the newly acquired skincare brand, alongside developing insight team training on how to run future synthesis, reporting and business engagement projects.
RESULTS:
The skincare brand insight curation work was enthusiastically adopted by the UK category, sales and marketing teams, as a key input into their 3 year growth planning development work. The UK Insights team have since run their own insight curation projects across other brands in the portfolio.
Solution
Vista Insights used their curation skills and experience to complete the insight synthesis and reporting work on the new skincare brand on behalf of the UK Insights team. Vista prepared a final summary of key insights and learning from: an in-depth review of multiple existing primary consumer and healthcare professional research reports, a search of the latest consumer online reviews across multiple retail platforms, added contextual understanding from online secondary sources such as peer-reviewed academic and scientific articles from relevant healthcare experts. The final output captured key insights at consumer, category and brand levels and contained 5 key recommendations and paths for future business growth. In addition, Vista Insights prepared a ‘how to’ guide for insight curation and ran a half day training session with the UK Insights team to build skills and confidence for future curation projects.
Results
The skincare brand insight curation output and training provided a template for the UK Insights team to confidently recommend and deliver further curation projects within the business, enabling the business to quickly ‘know what it already knows’ about its brands and consumers. The UK Head of Insights has since reported back that this work has helped their team create more value from stretched research budgets and drive greater engagement with category and marketing partners.
Background
The UK Head of Insights, at a large, multinational consumer healthcare company, reached out to Vista Insights for help with ‘knowing what we need to know’ about consumer and healthcare professional opinions of, and interactions with, a newly acquired specialist skincare brand, in order to guide and develop category and brand growth planning activity. Internal resource within the UK Insights team was limited (a team of 3), stretched across existing day-to-day research projects and lacked the skills to take on this task internally.
Initial Analysis
Conversations with the Head of Insights confirmed a desire to use the occasion of a newly acquired brand to demonstrate the UK Insights team’s ability to add greater value to the business over and above executing research projects effectively and efficiently. However, concerns were evident that the team lacked the skills, time and confidence to complete this initial insight curation work, without external support and training. In short, the team felt they didn’t know what ‘good’ looked like.