Using Closeness to burst bubbles and stimulate innovative thinking
Presented by Heineken and Mingle Connections
We all exist in bubbles, often without realising it. The very fact you spend your days discussing the categories in which you operate immediately creates a bubble that brings risk. It kids us in to thinking the humans that buy our products or services spend far longer engaging with or even caring about our brands than they really do. As a result, decision making can be skewed and misguided.
Consumer closeness activities are a great way to burst those bubbles, keeping us 'honest' and building real empathy with real humans. Mingle's presentation, in partnership with the global head of insight at Heineken will outline how closeness has effectively been used to burst bubbles from the CEO down. We'll also share how we pushed teams to connect with consumers 'beyond the obvious' to bring fresh, challenging perspectives that stimultaed truly stretching thinking.
Morgan Arnell, Co-Founder & Director, Mingle Connections
With nearly 30 years of experience each in the insight industry, predominantly on the client side, Morgan reluctantly calls himself a veteran. Having held insight and innovation roles globally for P&G, Boots, Kimberly Clark and Allied Domecq, he's experienced the transformative effect of good insight on a range of brands from booze to nappies. He founded Mingle after observing that consumer closeness was always on the ‘to-do’ list of corporate insight teams but often either didn't get done, or didn't get done very well.
Tony Costella, Global Strategic Insights, Commerce AI and Performance Transformation Director, Heineken
Apart from having the worlds longest job title, Tony has lead global insight and strategy at P&G, Mastercard, Reckitt and Heineken. More recenly he has taken the lead in shaping how AI can transform Heineken's performance. He's a passionate advocate for the potential of both insight and AI to inspire and transform business success.
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