Consumer
psychology is complex. They sometimes say one thing and do another. In baby
nutrition market, which is highly competitive, in order to stand out from
competitors, brands have to establish an intimate connection with customers and
gain an in-depth insight upon consumer demands.
Since March 2011, IlluminCloud has been working on over 30 projects with one of
the baby nutrition giants to bring light to preexisting problems. Using an
online customer community solution, the brand has gained a deeper understanding
of their target consumer group and learned how its shifting preferences impact
their decision making process; in the community, consumers are free to share
any valuable information once a while.
As such, the community establishes intimate connections with customers and
bring about remarkable insights; it gradually becomes an integrated methodology
used across teams, sub-brands and functions.
