Examining how MROCs have helped Heinz bring the consumer to life within the company (by Anouk Willems - InSites Consulting & Joëlla Marsman - Heinz), presented at Merlien's Insight Valley in Amsterdam (NL) on Friday September 7, 2012.

1. How MROCs bring the
consumer to life within
the company
Joëlla Marsman
Consumer Insights Manager
@JoellaMarsman
Anouk Willems
Senior Research Innovator
@AnoukW1

2. 1. ABOUT HEINZ
2. FOODCOMMUNITY
3. ENGAGING EXPERIENCES
4. CHALLENGES
5. RESULTS

3. 1// ABOUT HEINZ

4. CONSUMER FEELING…

7. 2// THE FOODCOMMUNITY
© InSites Consulting

8. #
Number Profile Objectives Duration

9. 2008
2009
2011
2012

10. BENEFITS OF A COMMUNITY

11. BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA

12. BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA

13. 3// ENGAGING EXPERIENCES
…LET’S START WITH OUR MEMBERS

14. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT

15. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT

16. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
GOODIEBAGS
QUIZES
COMPETITIONS

17. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
MEET PEOPLE

18. …AND HOW TO INVOLVE

19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
Engage
CONSUMER WORLD

20. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
WITH REAL STORIES

21. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE

22. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
INTO ACTIONS

23. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE

24. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
RESEARCH RESULTS

25. 4// CHALLENGES

26. LESSON LEARNED

28. SO, TARGET YOUR

29. 5// RESULTS

30. INVOLVING MEMBERS IN

32. IT’S AN EVOLUTION, NOT A REVOLUTION
TARGET THE RIGHT INFORMATION
BALANCE STORIES & ACTIONABLE RESULTS

33. IT’S AN EVOLUTION, NOT A REVOLUTION
TARGET THE RIGHT INFORMATION
BALANCE STORIES & ACTIONABLE RESULTS

34. THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites

35. THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites