Consumer research: The perfect storm
David SmithDVL Smith
The demands on consumer insight teams are changing out of all recognition, so marketing directors need to be clear on the mindset and skill-set needed in the coming years. David Smith questions whether insight teams are ready for the increasing complexity of the consumer environment and advises on what is needed.
Over the next few years, companies will struggle even more than they are now to find differentiating positions for their brands in an increasingly competitive market.
In the past, companies may have paid lip service to the concept of customer-centricity,...