Deep insights to challenge core belief

This article discusses the value of different types of consumer insight gathering and argues that these should not be lost in the rise of big data.

Deep insights to challenge core belief

Gary KleinPhD

Big Data, and the outside view, can provide certain kinds of discoveries; the inside view can lead to other types of insights. It is not a question of one versus the other. Strategists should be using both.

How do housewives on a tight budget shop for detergents? it seems obvious: they buy the least expensive brand. Procter & Gamble, with its line-up of expensive, high-quality products, had been ignoring these 'economical' housewives, but in the early 1990s, P&G wanted to roll out a new laundry product that could compete on price...

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