Nestlé University Catalogue (January to December 2014) | Page 29

Know Your Consumer Deeply: Consumer Portrait
Workshop (By Request)
Course Description:
The Consumer Portrait is one of the 4 key documents in BBNW. It captures your understanding of
your brand and drives consumer based decision making. In this facilitated session your team will
develop a Consumer Portrait which you are all aligned to and own. You will also identify any gaps you
have in your existing knowledge of the brand.
Who is this course for?
Marketing, CCSD, Consumer and Shopper Insight Managers, Creative and Media Agencies.
How long is the course?
This is a 1-day course.
What should I expect?
By the end of the course you will be able to:
• More deeply and completely understand your target consumer.
• Leverage a completed Consumer Portrait.
• Identify knowledge gaps on the brand.
Pre-course work
Meet with your Line Manager to gain Leader endorsement on the workshop and the inputs outlined
below. Request Consumer Portrait Preparation Guide which outline pre-work required including:
• Define: Target Consumer, Roles and Responsibilities, Category Definitions.
• Select and Collect: Key sources of information
Post-course work
Meet with your Line Manager to discuss and review:
• Where you need to focus to strengthen your Consumer Portrait.
• How to lead the Consumer Insight development.
• How the skills developed in the workshop tie back to your PDG development plans and
your PE objectives.
How much does it cost: There is no charge for this course.
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