1. GROWTH: Converting Market Intelligence to Breakthrough Solutions:

The Situation

Cadbury Schweppes had developed and implemented a global Consumer Insight process that was not delivering. Because of this non-delivery, marketing teams were starting to doubt the benefit of the process.

The Solution

Working with KEPNERandFOURIE, they evaluated the FreeZone Innovation (FZI) process to augment their Consumer Insight process by running a FZI session on a previously crystallized consumer insight.

The application of the FZ process began the building of innovation capabilities in the organization and leveraging existing data that was turned into breakthrough business applications

The Result

They critically evaluated the elements of FZI process and with Thinking Dimensions help crafted a new final stage for their Consumer Insight process.

This was later presented at a global Cadbury Schweppes meeting of senior Market Research leaders from their businesses around the world, where elements of the proposal were included in a draft for a new final stage in the Consumer Insight process