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Wonder Funnel: Tool to generate strategic insight

Every brand goes through extensive research to give a proper direction to its growth path

The biggest challenge is to derive positives & negative insight for strategic action from the raw research data

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Wonder Funnel: Tool to generate strategic insightOne method of mining these insight effectively is through the tool (Wonder Funnel) devised by Shining consulting

Raw data collected through research is put in the wonder funnel process

Key takeout

•Negative insight drawn from the research•Positive insight which can be used for strategic implementation•Direction in which the insight should lead the company & the brand•Actions need to be taken for proper implementation of the findings and go out in a proper direction

Finding which doesn't add any value or strategic insight are evaporated during the whole process

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Shining’s exampleWipro was a 49-year-old, $240mn diversified company in 1998. It was lacking one brand identity to connect to all its diversified business

Shining transformed it to become, within 12 years, a $6 billion global IT service company across 5 continents

The rainbow flower logo with five color represented the diversified business

“Applying Thought” defined the vision and the added-value for clients, consumers & all stakeholders. It communicated what Wipro is striving for

Key Takeout•Negatives: Wipro can lose its equity if client doesn't see new thought applied by Wipro every time•Positives: Clients, employees and all stakeholders will gain positives from ‘Applying thought in there respective business’•Directions: Training employees towards ‘Applying thought’ positioning and deliver better service to clients•Actions: Delivering ‘Applying Thought’ at every customer, client & stakeholders touch points

Research was conducted with consumers, stakeholders, Clients in India & abroad to gather strategic insights