Brand Strategy: Global Consumer Framework

Every department had a different approach to using research and data to understand consumers—with varying degrees of success.

Create a new, data-driven Global Consumer Framework based on behaviors and motivations that cross product categories and demographics.

Collaborate across teams and disciplines to reimagine the way we define, describe, and track customers and their behavior.

Input and insights came from a series of listening sessions, brainstorms, work sessions, and reviews with separate disciplines—creative, marketing, research, and data analytics—as well as cross-functional business teams
Common language and global motivations make it simpler to survey consumers about multiple product categories
Consistent on-boarding, standards, and templates make training and sharing information between researchers, strategists, and teams more efficient
New profile criteria are discoverable in data to improve targeting
Collaboration and governance will expand consumer understanding over time