What's a nice insight like you doing in a concept like this? How marketers can avoid wasting good insights on poorly articulated concepts
Lee Markowitz, Barbara Garau and Lourdes Alvarez-ChavarriaIpsos Marketing, USA
Introduction
Consumer insights are the new Holy Grail.Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers' needs and aspirations, there is a disconnect translating these insights into winning concepts – and ultimately successful products. What's missing is the foresight. How...