Reading time: 1 min congratulates Manfred Meindl for the "Marketing Head 2022" and for a sustainable product and communication strategy

With the “Marketing Head of the Year”, outstanding marketers and communication professionals are elected and awarded by the marketing community. This year, Manfred Meindl, Head of Marketing and customer of, received the award. has been developing the Insaas Product Insights software together with VAUDE since May 2021 to automatically evaluate consumer opinions on outdoor products and the VAUDE brand. Both companies are united by their focus on sustainability and environmentally friendly business management.

To design and sell sustainable products, a deep and accurate understanding of customer preferences is crucial. It’s not just problems and criticism that count, but also praise and recommendations. Current systems and data silos mean that positive opinions are not adequately represented. For this reason, and VAUDE began last year to automatically collect and evaluate customer opinions on all VAUDE products.

The question arises as to which communication strategy VAUDE is pursuing with this project. In an interview with ONEtoONE, Meindl says: “Last year, we started collecting all customer advices (sic) via e-commerce and social media platforms and analyzing and processing them using artificial intelligence. These feedbacks are passed on to product development and marketing.” (Source:

Beyond analyses for individual channels such as social media, Insaas ensures that all opinions are collected and made available to all departments for every single VAUDE product and category. With Insaas Product Insights, VAUDE can now analyze the entire product portfolio in real time and distinguish individual opinions from trends.

Furthermore, offers the comparison with all products and brands of the competition. In this way, data-driven trends can be derived and used for innovations. The goal is to offer customers products that have high added value and are sustainable, in order to positively influence buying behavior. As Manfred Meindl says, “Consumer decisions are becoming more political.”

Manfred Meindl - OnetoOne Cover

About Vaude

As a sustainable outdoor outfitter, VAUDE contributes to a world worth living in, so that people of tomorrow can enjoy nature with a clear conscience. In doing so, the family-owned company sets ecological and social standards worldwide along the global supply chain. VAUDE publishes an annual sustainability report and regularly undergoes external certification. Since 2001, the company has been working with the strict environmental standard bluesign® system, which controls the entire textile value chain. The company site in Tettnang and all products manufactured there are 100 percent climate neutral. VAUDE employs around 500 people at its headquarters. For more information, visit

About focuses on Natural Language Processing (NLP) and statistical methods to use customer feedback from different data silos for decision making. The goal is to create a world of personalized and sustainable products based on the needs of consumers and customers.

Share article
Denis Kargl
7. June 2022