Hurry Up! And Wait! The Road to Research Impact: An in-depth study of the role and management of consumer insights in major corporations

This paper studies the uses and governance of consumer insights in major corporations, suggesting that ROI be measured at every stage of research, and that these metrics should be used to market to the C-suite.

Hurry Up! And Wait! The Road to Research Impact: An in-depth study of the role and management of consumer insights in major corporations

Simon Chadwick, Christine Barton, Ravi Dhar

Introduction

Reprising and building on the seminal 2009 study by Boston Consulting Group - "The Consumer's Voice - Can Your Company Hear it?"- this paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards a more strategic, pro-active role for research and analytics and asks why that progress appears to be so slow. What are the key...

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