As part of a new management team, the research department wanted to present a summary of the main customer issues, based on all the data available internally.
We carried out a cross-sectional analysis of the 20 key studies available to Innoval: qualitative, quantitative and market intelligence studies. Drawing on our TrendsLab observatory of societal dynamics and our understanding of market trends for livestock farmers, we analysed the data to put it into perspective and develop a simple storytelling based on a deductive approach. We thus developed a map on a slide, starting with the macro situation to explain the issues facing farmers and the strategies they were implementing as a result, and ending with the identification of 10 challenges facing customers. At the same time, we used the various customer typologies to identify customer personas in order to target our efforts.
This clear, concise view has enabled management to grasp the broader issues at stake, while providing food for thought about customer challenges. The Research Department easily adopted this mapping, which it still uses today. It has become a tool foronboarding new arrivals; and to rethink the allocation of research budgets to those that offer the most value.
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