by patrick   -   3 weeks ago    |     

CUBE Congress v2.0


End of February, 230 interesting and interested people came together to share insights and learnings with respect to modern-day consumer understanding.

The topic of the event: Humanizing Data in a Digital World.

This is the second ‘looking-back’ post about the congress. If you haven’t read the first one, you can find it hereIn this post we will look back at the first keynote presentation.




Our first key-note of the evening and brought to us via best-of ESOMAR was presented by Lucy Davison from Keen as Mustard in collaboration with Coca-Cola Company.

Title: The Great Internal Communication Experiment

Lucy shared how Coca Cola faced the challenge of creating impact with insights that are continuously generated throughout the company. A problem that most companies can certainly relate to.


First they identified three groups within the relevant audience:

1)      Initial group of stakeholders
They need 80% of the information but are also already highly engaged

2)      Second-tier stakeholders
This is the large group of people that are not involved and difficult to reach but that could translate the insights into their specific context.

3)      Third-tier stakeholders
These are the Seniors and the C-Suite. They need only ~5% of the information for a high-level view and to use at elevator pitches.

The main challenge lies with the second-tier stakeholders.  This is a broad group that doesn’t know and doesn’t care. You must sell your insights to them in order to be heard. They often say they have lack of time, they don’t look beyond their own teams and they lack desire to change.

Three internal projects with a good spread of various stakeholders were selected to test different approaches of stakeholder activation.
Without getting into the details of the project set-up… here are the top 4 learnings that you can apply in your company for the biggest impact:


  • The best subject lines of emails include key-numbers
  • Strongest formats (generated most traffic)
    1. Newsletter
    2. Video interviews
    3. Infographics
  • Stop mailing Power Points
  • Most people actually preferred Infographics even though these generated less traffic. A likely explanation here is that all relevant information is already immediately accessible in this format.



Let us know how well these work for you! 😊


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