Keeping Mums at Heart

Danone


We developed this multichannel programme to generate valuable customer insights and build pride and passion amongst employees in the business and its audience. The programme has many facets, all following a process of ‘Learn, Share & Apply’ to empower the entire business in the use of insights to create competitive advantage. Activities range from coffee mornings with mums & babies, Lunch & Learns with healthcare professionals, role-reversal workshops, in-home immersions, idea-generation sessions and new starter induction events. Central to the programme is the use of creative techniques to engage employee’s in mum’s world, including animated TV news bulletins, digital information hubs, display materials and cupcakes!

Mums at heart has had a significant impact on the way we see and understand our customers and the insights we’ve achieved have had a huge impact on our business planning process. The programme reveals fascinating and truly actionable insights and brings them to life in a way that’s simply not possible with traditional research techniques. Most importantly, it’s fun and our team is engaged and inspired.


Julia Alpan
Head of Strategy and Insight, Danone