BUSINESS NEED

A world-leading chocolate company sought to gain deep insights into the unmet needs and decision-making processes of its B2B customers, particularly in the context of corporate personalized gifts and merchandise.The primary objective was to understand the key touchpoints in the corporate gifting journey, identify potential occasions for gifting, and explore the decision-making and purchasing processes within companies. Additionally, the project aimed to evaluate the company’s existing gifting solutions and LinkedIn advertising strategies.

METHODOLOGY

The analytics arts team implemented a comprehensive online community-based approach, engaging HR and Marketing professionals from large companies in the US and UK. In the first phase, participants completed exercises to identify unmet needs and map the decision-making process through Discussion Forums, Decision-Making Journey Mapping, & Touchpoint Analysis. In the second phase, participants evaluated the company’s existing offerings and advertising through Corporate Gifting Proposals, & LinkedIn Advertising Evaluation.

OUTPUT

The online community research provided the chocolate company with valuable insights that shaped their corporate gifting strategy:
Identification of Unmet Needs: There was a strong demand for customizable and sustainable gifts, with a preference for items that align with company values. Decision-Making Process: The research detailed a multi-stakeholder decision-making process, enabling the company to tailor offerings and marketing to specific decision-makers. Effective Touchpoints: Key customer journey stages were identified, emphasizing the need for early engagement and clear communication of benefits.Feedback on Offerings: Actionable feedback led to improvements in both corporate gifting solutions and LinkedIn advertising.

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