To help a CPG team learn more about sustainable packaging, we hosted an Immersion Excursion and a Consumer Connects experience in Northern California. This two-day tour gave the team an opportunity to interact with experts and consumers who are invested in sustainability to learn how consumers feel about sustainable packaging and understand how messaging could best support the brand’s efforts. Consumer Connects sessions included an in-home visit and interactive sessions where brand team members could interact with participants to glean their everyday experiences and attitudes.
Participating in a dialogue with consumers reveals the meaning behind the data.
Consumer Connects can take various forms, such as in-person or virtual, but they all facilitate dialogue with participants so brand teams can capture their insights and perspectives. The facilitated process ensures that the team gains a deeper understanding of the consumers’ world, their needs, preferences, and behaviors.
Consumer Connects can be designed to include distinct demographic or interest groups, each delivering a unique data pool to draw from. This multiplicity of perspectives enriches the process, enabling teams to identify similarities and differences across various cohorts, personas, or market segments. By comparing and contrasting these insights, teams gain a comprehensive understanding of the topic they’re exploring together.
After engaging in Consumer Connects, teams are armed with a wealth of information, observations, and consumer insights. We help teams prioritize their learnings through a structured process to transform the experience into actionable knowledge.
This two-day tour gave the team an opportunity to interact with experts and consumers who are invested in sustainability to learn how consumers feel about sustainable packaging and understand how messaging could best support the brand’s efforts.”
Working together to explore the insights gives teams an opportunity to focus on goals.
Synthesis is a facilitated process that helps teams make sense of the gathered information, connecting the dots to reveal meaningful patterns, insights, and opportunities. To help the CPG team get the most from the Consumer Connects sessions, we navigated them through frameworks and templates we’ve designed to extract the most valuable insights from the sustainability sessions. These tools help structure the analysis, ensuring that important insights are not overlooked. Working together in guided sessions, CPG team members populated templates with the collected data and began to build a clear picture of their discoveries.
Beyond organizing and documenting the findings, the synthesis phase also serves as a platform for collaborative decision-making. Our goal is to guide teams through discussions, encouraging teams to consider the implications of their learnings and explore specific actions they can take as a result. This ensures that the team aligns on the next steps and maximizes the value derived from the experience.
One of the key goals for the CPG team synthesis was the ability to socialize the learnings about sustainable packaging with stakeholders throughout their organization when they returned from the trip. Through structured share-outs and narratives, teams were able to share the insights and recommendations they uncovered to stakeholder groups throughout their organization. This sharing process fostered alignment, generated support, and ensured that the team’s investment would result in meaningful action plans.
The customer voice is a powerful tool for activation planning.
Consumer insights provide valuable feedback for teams. By distilling the learnings into actionable recommendations, teams unlock the full potential of their immersive experiences and gain a collective understanding that helps them make informed decisions, develop strategic plans, and drive meaningful change for their brand. Synthesis plays a pivotal role in the activation by guiding teams to connect the dots in a collaborative process. Stakeholders can leverage their knowledge effectively and drive impactful outcomes, paving the way for informed strategies and future success. To learn more, read the companion case study.
Want to learn how Consumer Connects can help your team activate on customer feedback?