Consumer insight thinking
McDonald’s
The challenge
McDonald’s wanted to strengthen the capability of consumer insight thinking in the organization.
The approach
In 3 interactive workshops, we helped the marketing team and advertising agency team delve into the process of crafting insights.
The teams learned how to scope, gather data, capture and cluster observations. And how to use this as springboards for insights. Springboards that serve as starting point for proposition development and communication.
The result
Delivery of 12 insights based on observations.
Increase in marketing maturity of the marketing and advertising agency team.
