How to be like P&G: Patrick Barwise on getting the most out of customer insight
Geoffrey Precourt Warc
Patrick Barwise, emeritus professor of management and marketing at London Business School (and chairman of Which?, a not-for-profit consumer product-testing organization) has landed firmly in the camp of "valid, important, and actionable" customer insights.
In a 'Customer Insights That Matter' presentation at the Advertising Research Foundation's (ARF) 2011 Re:Think conference, Barwise offered, "Customer insight is broader than market research in two senses. First, it draws on many sources, including but not limited to formal research. Second, it goes further beyond the...