Barry Callebaut · Thought leadership intelligence
Mapping market perception. Shaping marketing strategy.
Custom thought leadership intelligence across competitors and innovators, giving Barry Callebaut a clearer view of its position in the market.
Built together with Berlin Creative Studio. Structured research and dashboards helped inform the client’s three-year marketing plan.
The challenge
A leading listening tool.
A view that needed more focus.
Barry Callebaut wanted to understand how its thought leadership and market leadership were perceived alongside competitors and emerging innovators, then use that understanding to align its marketing initiatives.
The team was already using a leading social listening tool. Its offerings and limited customisation did not give them the specific view they needed.
The question went beyond collecting mentions. They needed to see which innovation themes shaped perception, how other players were positioned and what that meant for their own marketing direction.
The custom intelligence system
Built around the question.
Structured around the evidence.
AiDU built a custom system for this one-off research project. Its analysis brought the brand, customers, competitors and emerging innovators into a structured view of thought leadership and innovation positioning.
What leadership looks like in the market.
Brand and innovation themes · External market perception
Competitor and customer context · Emerging innovators · Source evidence
Understand the perception.
Map how external coverage positions Barry Callebaut’s thought leadership and innovation, with supporting evidence behind each theme.
See the wider landscape.
Examine competitors and customers to understand the innovation themes, leadership narratives and perceptions around other market players.
Look beyond established players.
Include emerging innovators in cocoa alternatives, cultivated cocoa and fermentation to broaden the view of the category’s direction.
Make the findings usable.
Organise source-linked research into detailed reports, concise summaries and granular dashboards that connect the overview to the supporting detail.
From listening to understanding
The landscape at a glance.
The detail within reach.
Research the narratives
Analyse external coverage to identify the themes associated with each company’s innovation and thought leadership, including how those themes are perceived.
Structure the evidence
Connect findings to their sources and organise them by innovation pillar. Evidence tables include assessments of relevance, prominence, depth and credibility.
Deliver a navigable view
Detailed reports, concise summaries, positioning maps and dashboards make it easier to understand the overall findings and explore the supporting evidence at a granular level.
The collaboration
Strategic direction.
Custom intelligence.
Berlin Creative Studio acted as the bridge between Barry Callebaut and AiDU. It led the strategic direction, business analysis and functional vision that steered the system requirements.
AiDU built the custom research system and delivered the findings in a structured format, including dashboards for exploring the landscape and its underlying detail.
This was a one-off intelligence project, designed around a specific strategic question and delivered to support the client’s planning.
The practical outcome
A clearer market view. A three-year direction.
Barry Callebaut gained a clear view of how its thought leadership was perceived in relation to competitors and innovators.
The findings helped the team plan marketing initiatives for its next three-year plan, connecting market perception with the innovation and thought leadership angles it wanted to develop.
Managed AI systems
Your strategic question.
Your intelligence system.
Build a custom intelligence system around the market view your team needs to make better decisions.