Bryter's UK managing director Seb Martin in partnership with Rupesh Patel from Samsung presented their paper for the Insight Impact category on how research and insights helped shape post launch messaging strategy for their flagship devices.
This entry demonstrated the effective way that research and insights can drive significant change in a business across a range of different departments and functions, going beyond simple marketing effectiveness and supporting sales teams and channel partners to deliver more effective messaging.
Key highlights:
- Building a 360 view of the category by capturing the views of five key audience and stakeholder groups
- Utilising Behavioural Science principles to make sense of how consumers can be effectively primed to associate specific devices with key audience profiles
- Developing a new and more effective set of training materials for sales advisors
The research and subsequent implementation of the recommended strategy helped to deliver on a 100% uplift in customer perception, a five times increase in sale of a key flagship device and a complete redesign of the retail and call centre training programme
These real-life, panel-judged awards required us to show clear guidance, evidence of change, customer understanding and impact to the client’s business as a result of the research.
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