From testing to learning
How Diageo used consumer feedback to expand in Africa
Watch the on-demand webinar
Delve into Diageo’s consumer-centric approach to product innovation in Africa with Deirdre van Zyl (Diageo’s head of innovation planning and insight in Africa) and Nicole Teh (strategic account director at Zappi).
WHAT YOU'LL GET
Continuous consumer learning
Deirdre and Nicole discuss how their partnership enabled Diageo to:
Optimize product concepts: Streamline feedback processes and utilizing real-time insights from Zappi’s platform to refine product concepts iteratively, ensuring better alignment with market preferences.
Leverage what they know: Harness rapid data collection to uncover emerging consumer trends and cultural influences, informing strategic decisions for enhanced product creation and market positioning.
Move from testing to learning: Implement a cultural shift towards continuous learning and insights-driven decision-making within Diageo’s innovation teams, fostering sustained growth and innovation in the dynamic African market.
Zappi allows us to test our innovation ideas with the right audiences and with a meaningful category benchmark. This gives us confidence that our innovation ideas will be competitive and will fully address the needs of our priority audiences.
