Tag Archives: DCE

Live from #TMRE13: Connect. Dream. Create.

Yesterday, I was able to attend Connect.Dream.Create. presented by Laura Flessner of Pfizer Consumer Healthcare and Marty Gage of Lextant.

Laura and Marty talked about “DCE’s” – Desired Consumer Experiences and how being able to connect the aspirations of your customers with specific design attributes provides a concrete, actionable foundation for innovation!

As Pfizer strives to become a more design-oriented organization, they knew they had to create a framework to enhance their innovation process’something that could give their consumers an experience they desired. (i.e. Starbucks’ sensory cues: their menu language, music, type of furniture, baristas).

And what they discovered about using this DCE model is that once it gained internal momentum, it became repeatable!!

 Speaking of innovation, I loved Laura’s innovative use of her Cowboy Boots with her suit! I’m trying to figure out what brand they are because I love them!!

April Bell is Principal and Founder of April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.