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How we put customer voice at the heart of product development for Asahi

Discover how Bulbshare built five global insight and innovation communities across key international markets for the brewing giant.

Strategy

Bulbshare recruits five 1,000 strong communities across the UK, Canada, US, Australia and France based on granular customer segments, profiling them against Asahi’s target consumer. We use these communities on an ongoing basis to provide everything from insight and ideation around new product development, to feedback on marketing campaigns and activations – making customer voice an integral part of all planning and operations at Asahi.

Overview

Founded in Japan in 1889, Asahi Group has become one of the world’s largest beer, spirits, soft drinks and food businesses, with a multitude of major international brands in its portfolio.

Aim

Build online customer communities across key international markets, enabling agile connections for insight, product development and feedback on marketing campaigns.

Results

GETTING STARTED

How it works

Our technology lets you recruit communities anywhere in the world in a matter of hours, based on hyper-niche customer segments. You can then auto-tag your community and target your projects based on granular customer profiles.

Eliana Wahnon

Vice President Consumer & Market Intelligence, Nestlé CPW

“Through a 5-year partnership with Bulbshare we’ve conducted insights in 16+ countries worldwide. With a wealth of knowledge and data assets, coupled with our expertise and strong relationships, this technology empowers us to evolve faster in our work.”

Simon Pollock

VP Consumer Insights, Nestlé Cereals

“Everybody, from the CEO down, is engaged in the programme, and is engaging with consumers on a regular basis.”

Paul Thomas

Global Insights Director, Asahi

“(Bulbshare) has allowed us to quickly answer burning questions within our business – vs a traditional research tool which takes 5 times as long and costs 5 times as much!“

Sam Crossman

Chief Digital Officer, L’Oréal

“Customer communities are the future. You need to connect with them. That’s what Bulbshare enables, and I expect to see every brand start to create these communities in the next few years.”

Ellis Lanyon

Head of Digital, NYX Professional Makeup UK

“Consumers’ expectations have dramatically changed. We’re building out a more participatory model… Putting consumer voice at the centre of what we do.”

"85% of our community prefer online workshops to save money, time, and travel"

Building customer communities

Always-on product innovation

The future of product ideation is not sitting in your Research and Development department , but rather in the heart of your customers and their opinions. Generic research on market segments is no longer sufficient. To make sure your product is meeting the exact needs of your target market, you need to find out the why and how behind their purchasing decisions.

Bulbshare lets you test creative concepts and packaging in-app driving 1000s of responses in hours – mapping the areas of your products gaining traction with consumers.

of customers think products developed with customer collaboration work better.

of customers enjoy helping brands with product development.

of customers want to be involved in branded content creation.

Customer-led product development

The Bulbshare advantage

Let Bulbshare get instant insight direct from your audience – putting customer voice at the core of your innovation. With the ability to use AI analysis with sentiment tracking, we can filter positive and negative comments, showing the areas of your products that are working and not working.