Presentation given at "Markedsanalysens Dag" 2009 (MAD09) on the 5th of November in Oslo, Norway.

”Markedsanalysens Dag” is a yearly conference held by the Norwegian Market Research Association (NMF) that highlights topics and case studies relevant within the field of market analysis.

In a break-out session on insight the audience learned how MatPrat and REMA 1000 successfully used insight to strengthen and revitalise their existing brands.

The session was held by Martin Klafstad from REMA 1000, Jeanette Torp from MatPrat/OFK, and Yngve Kristiansen and Helge Krane from EDGE Consultants.

They addressed how market analysis and insight was used to develop crucial knowledge that enabled the team to make the right decisions, at a reasonably low risk, to reach their goals. E.g. how REMA 1000 used insight to create extraordinary results through their concept ”Grillkongen Craig”, which made REMA the winner of the barbecue season in Norway and strengthened their brand.

The session was concluded with a discussion on the ideal process from establishing facts and findings to delivering results.