Consumer Insights: an

action oriented approach for

managerial decision

Profs. Mònica Casabayó

An Action-Oriented
Approach for
Managerial Decision
Prof: Dra. Mònica Casabayó
 3

10. Final
Conclusions
8. Validating 9. An action and take aways
and deciding- oriented
Secondary approach
Data
6. Building a
CJM (the
whole
picture!) 7. Validating and
Social and
4. deciding- Secondary Data
search listening
(online) 5.Customer
Journey Map

3.developing ethnographic
Sensibility

2. Consumer Insights
and the process

1. Intro: New Paradigm

(the context and the
marketplace)
01. Best Buy (Retailer challenge)
02. Danone ( Suplier Challenge)
Best Buy Case
 6

1. Should Best Buy keep its permanente

Price-matching policy or abandon it in
favor of another approach?
2. Looking at the approaches of other brick-
and-mortar retailers to combat
showrooming, could Best Buy be better off
by doing something differently? If so, what
could they do differently?
Danone Challenge
 8

This video was presented to all Danone's global marketing staff just
before the lockdown. Based on what you have seen, anwer the
following questions:

1. What is Danone's main advantage?

2. What is Danone's main problem? Argue your answer on the
basis of the buying process model.
3. What action plan do you propose to solve the main problem you
have identified?
4. What KPIs do you propose to measure the success of your
action plan?