Saw this brilliant idea for an activation at an airport by Douwe Egberts Coffee. I’ve learnt from some of the best practitioners in activation, and this to me is as simple and good as it gets. Though it only recorded 210 samples, the process from which they took research insights and formulated a creative way to establish a link between the brand and the idea is exemplary. Social listening tools today offer the fastest and most accurate depiction of consumers online. The biggest hurdle to me is getting one that works for you.