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Research Tuesday "Harnessing Consumer Insight"
Date/Time: Tuesday, 12 March 2013, 5:30 pm to 6:30 pm
Location: Horace Lamb
Cost: Free Event
More information: Visit website
A systematic new approach to converting market intelligence into true consumer insight
It's well accepted that in-depth consumer intelligence can provide game-changing insights. But too often, employees don't see how it relates to their role and miss the opportunity to transform the business.
Many firms have a market research function that is run with an old-world mindset, where researchers simply take orders, rather than acting as strategic partners. Recent University of Adelaide research, however, has produced a roadmap for engaging employees and elevating the impact of consumer insights.
Following extended organisational studies and in-depth interviews with over 40 Insight Directors of national and international firms, researchers have created a conceptual model for building employee engagement with market intelligence.
In this presentation, Dr Jodie Conduit will explain the model and describe how Mondelez International (formerly Kraft Foods) has applied aspects of this model across nine countries, resulting in increased revenue and new product success.
The presenter
Dr Jodie Conduit is a Senior Lecturer in Marketing in the University of Adelaide Business School. She is a recent recipient of the Barbara Kidman Women's Fellowship and a former Senior Research Consultant at NAB.
Contact: Ms Maria Mesa, Email: maria.mesa@adelaide.edu.au, Marketing & Events Officer, Marketing & Strategic Communications, The University of Adelaide, Business: 08 8313 6381
