Evidence, if needed, that assessing effectiveness need not be an expensive exercise to be transformational.
Our client, a forward-looking pharmaceutical company, was brave enough to allow us to let them loose on their own initiatives; a suggestion we made so as to encourage shared beliefs to emerge about the effectiveness of promotional activities.
We designed a series of learning experiences, the central tenet of the programme was for people in different functions at our client to make the effort to experience promotional activities as if they were the intended target for them. Each participant would adopt a different ‘customer hat’ and were responsible for bringing into the team their perspective of the effectiveness of each promotion, also their competitors. Massively impactful.