Nivea realized it needed a better way to generate consumer insights from the large amount of data it collects. It developed a proprietary method where brand managers participate in workshops facilitated by Idealisti to distill insights. The workshops lead managers through analyzing relevant data to developing a deep understanding of consumer needs and formulating insights. The insights are then used by Nivea's central strategic unit to develop products and marketing initiatives years in advance. The process has proven effective at translating corporate data into useful consumer insights.

1. Case study
Nivea: Being in touch with
consumers
Facilitating the process of insight
generation throughout the CEE
region
16.4.2008 www.idealisti.eu 1

2. Facilitating the creation of consumer
insight
Corporations The process, however, requires
Challenge deep involvement of Beiersdorf
have loads and Nivea is one of the iconic face‐ employees in the process.
loads of data – care brands worldwide.
However, it realized that in
H i li d h i
and it keeps “Data is not understanding,
order to be in touch with its
coming. But how consumers the occasional focus understanding is not
group run or U&A study wasn't insight.”
to turn data into
enough. The more so because
enough The more so because
understanding having data doesn’t necessarily
and, eventually, mean having insight. Beiersdorf Solution
consumer (the corporation which owns The “ideal process” is one thing,
Nivea) developed its own
Nivea) developed its own the real life quite another. We
the real life quite another We
insight? proprietary method for became – as moderators and
distilling insights from the facilitators – the
immense body of data they “implementation arm” of the
have at their disposal.
p new method. In the region, we
g ,
moderate and facilitate one or
two‐day workshops
Continued on the next page >
16.4.2008 www.idealisti.eu 2

3. “Corporations which lead the brand managers
from relevant data choice
The Result
can often rely through the creation of deep Three to four times a year the
on their own understanding of consumers’
g central strategic unit gets
needs and motives to the enough “food for thought” to
h “f d f h h”
resources in keep their product
actual formulation of the
generating insights. development pipeline busy for
consumer two to three years in advance.
The system of validation of the
The system of validation of the
insight. They The results of the workshops insights has proven that
just need are fed to the central strategic corporate “crowdsourcing” is
unit where they become the definitely a way to go in the
proper basis form product innovation, development of consumer
development of consumer
facilitation of regional marketing insight and market
the process.” communication initiatives and understanding.
much more.
Our role as facilitators in the
Our role as facilitators in the
process has enabled us to
improve the process standards
Continued on the next page >
16.4.2008 www.idealisti.eu 3

4. and to become an integral part About Idealisti
of the regional marketing team Today's ideas will become
at Beiersdorf. tomorrow's world
Not only we (still) have ideals but also we
believe that most of what we experience
today and what makes up our world has
been here yesterday in a form of an idea.
We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
example) in their power to move also
very material and sometimes heavy
things like pianos, buildings, cars, jars of
face care lotions or even people.
We help create and steer brands – ideas
y
which have the ability to animate
organizations, infuse consumption with
meaning and bring about good things to
life. We always do it in dialogue with
those in charge of brands (which is just
about anyone who has ever heard of the
brand) and with the notion that all the
ideas­brands will have to compete for
id b d ill h t t f
their existence in the free arena.
27.1.2010 www.idealisti.eu 4