The challenge

Reckitt, a global leader in consumer health and hygiene, wanted to strengthen consumer-centric thinking across its marketing teams.

While the importance of insights was clear, capabilities varied. Teams needed a more consistent way of defining, shaping and using consumer insights to tackle real business challenges and make better, more confident decisions.

The solution

We designed and rolled out a global digital training programme built to strengthen both mindset and capability at scale. The experience blended structured learning with hands‑on application, delivered across two modules.

Module 1: Consumer immersion

• Why consumer centricity matters
• How consumers and their needs are changing
• Why the Reckitt team is not their consumer

Module 2: Insight training

• What a strong insight looks like
• Why insights matter in today’s context
• How to identify and write insights step by step
• How to turn insights into action through

Each session was tailored to Reckitt’s context and applied to real business challenges brought in by the teams themselves. This ensured the training delivered not just learning, but immediate, tangible outputs.

The impact

More than 250 marketers and CMI professionals were trained across 11 global sessions.

Teams developed a stronger, more consistent understanding of consumer centricity and felt more confident creating and applying insights in their day-to-day work. The fully digital format also proved effective, maintaining high engagement and satisfaction while fitting seamlessly into new ways of working.