Revolutionizing people-centric design with tru.persona

www.tru-ai.net

Leverage the results of qualitative studies, reference real quotes, and directly link to the original sources. It also acts as an intelligent search system for internal market research archives.

OUR SERVICE:

Interact intuitively with AI-based, synthetic personas. This application makes results from qualitative market research easily accessible and directly applicable.

Experience deeper insights into customer behavior, needs, and trends than ever before. With tru.persona, we can create brand-specific tangible target group profiles and TRU.ly bring them to life.

Advanced Analytics:
Leveraging state-of-the-art NLP and ML technologies for in-depth content analysis.

Customization:
Tailored content suggestions based on company specific knowledge base and input

Ease of Use:
User-friendly interface with intuitive features that simplify content planning and creation.

Our new article about A.I. in people centric innovation is released

Testlink:
https://www.tru-ai.net/

Read article:
https://www.horizont.net/epaper/pua/561/epaper/032024/61/index.html

With great joy and also a bit of pride, we report in the current issue of the trade magazine P&A about the creation of tru.persona – our first AI-supported product in the field of consumer-centric innovation. 📝✨

Based on our experiences over the past few years with numerous companies of various sizes, we have developed a tool that allows you to vividly visualize your target audiences while simultaneously gaining an overview of your own data base. This tool is so simple to use that anyone in the company can apply it immediately without any prior knowledge.

In partnership and close collaboration with data.collective, we have released the first test version of tru.persona in the current issue of P&A.

Our vision?

• 🔍 Intuitive access to research findings: Thanks to AI-based, realistic personas, you can experience your target audience in a whole new, authentic way.

• 🤝 Tailored solutions: By combining cutting-edge analysis with our deep understanding of market research and innovation design, we generate insights and answers that are precisely tailored to the respective individual needs.

• 📊 Ease of use: tru.persona is not only innovative but also user-friendly – so that you can use your data simply and effectively.

A big thank you to our fantastic team and our customers/partners who supported us with their valuable, honest feedback, constantly improving the tool.

InsightsXChange Summer Gathering

Last week, we had the pleasure of hosting our much-anticipated InsightsXChange Summer Gathering at our beautiful Beluga Strategic Design GmbH creative space in Berlin. It was a fantastic opportunity to reconnect with familiar faces and welcome new leading experts in research, innovation, and marketing, as well as experts in data-science and A.I.
We set out to continue the insightsXChange series with the much-talked-about „impact of AI in market research and innovation“ with the ambition to explore new angles in this rapidly evolving field.

We also took a step back to discuss the broader societal implications of A.I. compared to the Information Age (I.A.), sparking thought-provoking conversations.
We embarked on an engaging exchange on the current state of A.I. implementation—what’s working, what’s not, and where the opportunities and pain points lie.
We introduced our latest A.I. research project, “tru.persona,” which generated a lot of excitement and interest. (more to come soon! 😉)

A huge thank you to all attendees who made this event a great success! The insights shared and connections made will undoubtedly shape our mindset to A.I. moving forward and provide our participants with hands-on learnings and applicable cases for daily business.

We are looking forward to our next InsightsXChange gathering and continuing these valuable conversations.

Thank you for making this event such a great success: Nadine-Ines Guhlich, Shruti Ramiah, Claudia Kleyboldt, Sabrina Wauker, Andrea Wirth, Josefine Kramann, Ruwen Wieman (Warnke), Rohit Sharma

and thank you beluga-team for the great preparation and organization!
Luisa Lohmann Jan Hoppe Teo Engelhardt Asem Shama Edwin Strauss Richard Wilhelmer

beluga x Henkel @ p&a print magazine

Read the full article at page 52:
https://lnkd.in/eBJCgrpw

Wir sind sehr stolz darauf, gemeinsam mit unserem Kunden Henkel in der brandneuen planung&analyse vorgestellt zu werden. Beluga-Gründer Edwin Strauss spricht gemeinsam mit Nico Reichert und Lisa Nienhaus von Henkel CMI über unsere erfolgreiche Zusammenarbeit und Innovationsreise.
Nutzerzentriertes Design mit Henkel:
Von der Exploration über die Ideenfindung und Transformation bis hin zur Optimierung zielt das "InnoLab" darauf ab, nutzerzentrierte Produktkonzepte über verschiedene FMCG-Kategorien hinweg zu entwickeln. Den Verbrauchern kommt dabei eine besondere Rolle zu, da sie von Beginn an in den Innovationsprozess einbezogen werden. In den letzten drei Jahren sind aus den mehr als 30 InnoLabs mehr als 1.800 Ideen, 500 Grobkonzepte und über 240 verfeinerte Produktkonzepte hervorgegangen.

beluga x Henkel Consumer Brands

We are very proud to be part of the journey to bring these products to life. Thank you for a successful year and the great collaboration and partnership with Henkel Consumer Brands. We wish you happy holidays and a fantastic New Year! 🎄 🙌

beluga at the p&a Insights conference 23 in Frankfurt

Throughout these two days, beluga engaged in lively exchanges, offering diverse perspectives on issues that currently define the landscape of market research and innovation. These interactions not only fostered a deeper understanding of the general industry challenges but also paved the way for collaborative solutions.

As the curtains fell on this insightful event, we left with a wealth of new ideas, strengthened connections, and a renewed commitment to keep up with implementing new tools and progressive methods while fostering our awareness of the global societal challenges ahead of us.

The experience at #planunganalyseInsights in Frankfurt serves as a reminder that in the fast-paced world of business, staying connected and engaged in meaningful conversations is key to innovation and growth.

Market Research Dirty Talk

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aus dirty talk
wird real talk

Aus DirtyTalk wird RealTalk!
Wir wollen eine Plattform für Inspiration und Aufklärung in der Welt der Insights, Brand Strategy und Innovation erschaffen. Gemeinsam wollen wir den Zusammenhalt in der Community stärken und den Erfahrungsaustausch zwischen unseren Kund:Innen und Kolleg:Innen fördern.
Wir laden dich zu unserer insightsXchange therapy ein, um uns gemeinsam neuen Herausforderungen zu stellen, innovative Wege zu erschließen und nachhaltige Lösungen zu entwickeln.

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Teile deinen besten #marketresearchdirtytalk auf unserer Wall auf LinkedIn und gewinne eine kostenlose Workshop-Teilnahme  zu aktuellen Trends im Bereich Insights und Innovation in Berlin!

The making of the new "Gliss Night Elixier"

We are proud to announce the great success of a brand new product which has accelerated the growth of Gliss as the hair care leader in Germany.
The original concept for “Gliss Night Elixier” was developed during one of our “InnoLab” innovation sprints we conducted for Henkel.

Integrated Innovation Design - Making of:
On the one hand, we leverage Henkel’s leading expertise in product development to create a solid base for new benefits and high-performing formulas.
On the other hand, consumer-centric innovation provides valuable insights into customers’ needs, behaviors, and preferences. By conducting market research, analyzing data and gathering direct customer feedback, we understand what users want and need from their products.
Our agile collaboration approach enables brand teams to develop products that meet the needs of their users but also align with their brand strategy. This leads to higher customer satisfaction, loyalty, and business success.

Welcome to our team Luisa!

Say hello to Luisa Lohmann - our new innovation consultant!

Luisa has extensive experience in innovation, brand consulting and co-creation. Her strength lies in balancing efficiency and attention to detail while leaving room for creativity and innovation. She is a dedicated team player who loves to explore new ideas and is always looking to add a creative touch to her work.

“I’ve already worked with beluga on many projects and I’m excited to join them and become part of their team.”

— Luisa

Outside of work, she loves getting out on the streets of Berlin to explore the city's unique culture, attending art exhibitions, and concerts or simply taking long walks through different neighborhoods to soak up the atmosphere and gain new insights, always on the lookout for new inspiration.

“beluga gives me the perfect opportunity to combine my passion for brand strategy with trend analysis to innovate and create new solutions for businesses.”

Public Face @Datenlabor

https://www.wertemuseum.de/

Die Erhebung und Nutzung valider Daten spielt eine große Rolle in unserer täglichen Arbeit bei beluga.

Es ist wichtig sich ständig aktiv mit den wachsenden Möglichkeiten und Gefahren dieses Potentials zu beschäftigen. Das Thema ist um Vielfaches akuter und vielschichtiger als die aufgelegten Debatten rund um diverse KI Content-Generatoren.

Ich bin sehr stolz darauf, dass unsere Arbeit #Publicface (mit Julius von Bismarck und Benjamin Maus) im Rahmen des #Datenlabor des Museum für Werte von meinem Kollegen Benjamin Maus vorgestellt werden durfte.
Unsere Arbeit beschäftigte sich bereits vor 10 Jahren sehr illustrativ mit dem Thema "Meta-Daten" - deren Gefahren und Potentiale.

Zuletzt war unsere Skulptur "Public Face" (ein gigantischer kinetischer Smiley aus Stahl) für mehr als 1 Jahr nahe der Elbphilharmonie in Hamburg ausgestellt und spiegelte im Minutentakt die Durchschnitts-Stimmung der Hafen-City Citizens. ;D


Quelle Hamburger Abendblatt:
https://www.abendblatt.de/kultur-live/article215855893/Wie-ein-Riesen-Smiley-die-Hamburger-verstoeren-soll.html

Initiative Zukunft Hausarzt

https://initiative-zukunft-hausarzt.de/

Die Verträge zur Hausarztzentrierten Versorgung (HZV) gelten als größte Innovation für Hausärzte und ihre Patienten in den vergangenen Jahrzehnten. Wir sind sehr stolz darauf, an der Optimierung der HZV-Services im Rahmen der https://initiative-zukunft-hausarzt.de/ mitzuwirken. Durch vielschichtige Insights, interdisziplinäre Co-Creation Sessions und interaktive Online-Formate entstehen neue Lösungen für die sichere und nachhaltige Hausarztversorgung von morgen.

The magic ingredient for successful innovation

Together with Henkel’s New Business unit, we explored new fields of opportunities for product concepts and value propositions as future playgrounds for purposeful growth at Henkel.
 
This is how we combined proven ingredients to link strategic business priorities with real user needs by fostering creative collaboration as a diverse team:

• Validated insights

• Inspiring trends and foresight

• Tangible user immersions, brought to life by high-end video portraits and interactive formats that depict daily routines and specific socio-cultural environments

• Iterative workshop sessions with interdisciplinary teams

In times of digital collaboration and time pressure one magic ingredient is often neglected:
A “safe” environment with positive energy, driven by a diverse team of progressive minds. It is no secret that psychological well-being and team spirit support creative thinking. It is important to design innovation sprints in a way that there is always enough space to connect on a human level. Every participant must feel comfortable to openly share every thought without being afraid of making a mistake, or even sensing social pressure within a group. Any creative method is only as successful as the group spirit within the team.

Pioneers in Styling

People-centric design at Henkel: Taft goes all the way by actively integrating users, hair styling professionals and sustainability experts to challenge the status quo and look far beyond category conventions.

We are honored to collaborate with brand teams who walk the talk and constantly seek progressive ways of innovation. Collaborative mindsets, agility and dedication, are key factors in making a change.

Thanks for your trust and the inspiring collaboration Taft and Henkel CMI!

The Next Stage of hair care, styling and coloration with Syoss

Co-creating the next stage of hair care, styling and coloration with Syoss
We partnered with Syoss/Henkel to host an online co-creation journey to identify new fields of opportunity and consumer-centric brand strategies.
The creative process was based on solid insights and accelerated by inspiring presentations, a hair-expert panel and mutual feedback to benefit from the various knowledge and viewpoints. An integrated consumer jury gave instant input via online surveys and live interaction sessions.
Together with the brand team and Henkel CMI, we hosted a diverse group of co-creators, consisting of internal experts from various categories, external challengers and actual users from different countries.
Thank you for the trust and the great collaboration!

Video: People centric innovation for sebamed

People centric design for  Sebamed:

Over more than 4 months We have analysed specific aspects of social change, defined target groups and jointly developed new product ideas for medical skin care. Our guiding principle: Merging internal interdiciplinary knowledge with the perspective of the actual users.

That's why we empower brand teams and product users alike to co-create the valuable products of the future. We believe in authentic insights, co-creation and sustainable product development.

Many thanks for the great cooperation!

Official Linkedin

Standortportrait - so arbeitet beluga

beluga gründer richard wilhelmer (links) und edwin strauss (rechts)

So arbeitet die Berliner Beratungsagentur Beluga Strategic Design

Das Team des Unternehmens besteht aus Marktstrategen, Service Designern und Marktforschern. Im Mittelpunkt steht dabei der Glaube an einen nachhaltigen Erfolg als Bindeglied zwischen Unternehmen und Kund:innen. In diesem Standort-Porträt wirft BASIC THINKING einen Blick hinter die Kulissen der Berliner Beratungsagentur.

We are hiring!

We’re seeking a creative, curious, yet organized project manager to join our team as a consualtant.  It’s an exciting time as we’re growing fast and can’t wait to welcome another provocative thinker and creative genius into our team. 

We are lucky enough to work on amazing and diverse briefs. The types of briefs that stretch you, push your thinking, develop your creativity and when it all comes together, see your work drive real innovation and business results.

We work with many etablished brands, startups and agencies; big and small.  We’re valued as real partners and collaborators in their growth journeys and are given some of their toughest challenges to crack together.  We value the relationship to our clients who are as nice, fun and interesting to work with.

The team you will be working with are an awesome collection of brilliant minds and wonderful spirits. We created an inspiring and cosy work space right at the heart of Berlin.

What we are looking for:

• 2-3 years of experience in agencies or corporates

• Structured, pro-active and analytic mindset

• Confident communication (German & English) and social skills

Areas of work:

• Planning and overseeing projects from the initial proposal through to completion. The coordination of people and processes to deliver projects on time, within budget.

• First point of contact for our suppliers and clients

• Stakeholder management (team & project)

• Project planning & controlling (incl. budget & resources)

contact us via: info@beluga.net

Beluga Office Warming

Unter dem Motto „Wahrheit & Wahnsinn gestalteten wir ein nachhaltiges Erlebnis für „Körper & Geist“.
Eine Möglichkeit zum interdisziplinären Austausch, zum Netzwerken, oder um uns gemeinsam die Zeit zu nehmen, uns einfach mal KEINE Gedanken zu machen.

With "Truth & Madness" we co-created a lasting experience for "body & mind".
An opportunity for interdisciplinary exchange, for networking, or to enjoy NOT thinking about anything.

The new way of co-creation: We proudly present tru.cmty!

With tru.cmty we want take co-creation to the next level. We want to live up to our vision of enabling people to co-create our future together. Therefore we launched our first instagram community ‘tru.faces’.
We are proud about the positive energy, the great commitment and the successful projects we have done so far.

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Check out the profile and spread the word! https://www.instagram.com/tru.faces/

We are happy to welcome Janet on board!

Janet is multitasking, focused on the essentials, never loses sights on the details. Through her demand for stringent project organization, appreciative communication and an eye for timings, she combines important qualities for efficient project management.

“For me, working at Beluga is the perfect symbiosis of strategy and creativity.
The diversity of the projects and the insight into the complexity of social thinking are extremely exciting.
I am very happy to be a part of the team.
The positive energy to bring forth innovations is truly inspiring.”

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In 18 years of living in Berlin, Janet has grown up with the city. 
With a colourful CV and a strong network, she loves to connect the dots in her professional and private life.

She has studied not only sociology but also fashion design and has worked as a project manager in very different areas such as fashion, interior and packaging design. Through these diverse experiences, she works in a focused way, with an eye for essentials, without losing her sense of humour - even in stressful situations. 
Apart from work she loves being in nature. Especially at the lake side she finds recreation – on a boat, fishing or also ice bathing in winter time.