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How MROCs bring the
consumer to life within
the company
Senior Research Innovator
@AnoukW1
Anouk Willems
Consumer Insights Manager
@JoellaMarsman
Joëlla Marsman
1. ABOUT HEINZ
2. FOODCOMMUNITY
3. ENGAGING EXPERIENCES
4. CHALLENGES
5. RESULTS
1// ABOUT HEINZ
CONSUMER FEELING…
© In
Site
s C
on
su
ltin
g
2// THE FOODCOMMUNITY
# Profile Number Duration Objectives
2008
2009
2011
2012
BENEFITS OF A COMMUNITY
BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA
BENEFITS OF A COMMUNITY
2/ RICH & RELEVANT DATA
3// ENGAGING EXPERIENCES
…LET’S START WITH OUR MEMBERS
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
GOODIEBAGS
QUIZES
COMPETITIONS
MEET PEOPLE
2/ EXCLUSIVE 3/ FUN 4/ CONNECT 1/ IMPACT
…AND HOW TO INVOLVE
Engage
CONSUMER WORLD
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE 1/ ENGAGE
WITH REAL STORIES
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
INTO ACTIONS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
RESEARCH RESULTS
2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 1/ ENGAGE 6/ RE-USE
4// CHALLENGES
LESSON LEARNED
SO, TARGET YOUR
5// RESULTS
INVOLVING MEMBERS IN
IT’S AN EVOLUTION, NOT A REVOLUTION
BALANCE STORIES & ACTIONABLE RESULTS
TARGET THE RIGHT INFORMATION
IT’S AN EVOLUTION, NOT A REVOLUTION
BALANCE STORIES & ACTIONABLE RESULTS
TARGET THE RIGHT INFORMATION
THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites
THANK YOU!
@JoellaMarsman
@AnoukW1
@InSites
