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Dove has conducted research in 10 countries with 3200 women and received surprising results: only 2% of women describe themselves as beautiful, most women describing themselves as "natural" (31%) or "average" (26%). Also of those, 60 percent of women who feel that society expects them to improve their looks, and 59 percent of women report that men value their looks. After reviewing the data gathered, Dove realizes an understated fact: "Women are their own toughest critics, which leads them to not seeing real beauty".
From there, Dove has launched its "Real Beauty Sketches" campaign that has produced Sketches of hundreds of millions of women around the world. Dove delivers a highly human message to each woman: "You're far prettier than you think".
Just a month after releasing the video "Real Beauty Sketches" rapidly acquired 114 million views, 3, 74 million shares. Let's look at Dove Dove's ex-serviceInsight campaign into its "Real Beauty Sketches" campaign.

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MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS

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MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS

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Sampling plan

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Misuse of research findings

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Intrusions on consumer privacy

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International marketing research

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Analysis, tools, technologies ,and processes to
gain customer insights

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Marketing analytics

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Integrate, analyze, and apply individual customer
data to build stronger relationships

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Marketing research for small businesses and not-for-profits

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Customer relationship management

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Experimental

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Survey

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Observational

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Primary data collection

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Secondary data – internal and external

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Interpret and report findings

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Develop and implement a research plan

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Set objectives

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Define problem

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4-1. Explain the importance of information ingaining insights about the marketplace andcustomers.

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4-1. Explain the importance of information ingaining insights about the marketplace andcustomers.

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Marketing research process

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Analyze and use the information

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Internal databases, marketing intelligence, and market
research

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Develop information

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Assess information needs

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MIS

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Big Data

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Marketing Information System

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Turn consumer information into customerinsights

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Marketing process starts with a completeunderstanding of the marketplace andconsumer needs and wants

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4-4. Explain how companies analyze and usemarketing information.

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4-4. Explain how companies analyze and usemarketing information.

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4-3. Outline the steps in the marketingresearch process

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4-3. Outline the steps in the marketingresearch process

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4-2. Define the marketing information systemand discuss its parts.

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4-2. Define the marketing information systemand discuss its parts.

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4-5. Discuss the special issues some marketingresearchers face, including public policyand ethics issues.

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4-5. Discuss the special issues some marketingresearchers face, including public policyand ethics issues.