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-Chavarria

This paper, from a team at Ipsos Marketing USA, argues that marketers are increasing their expertise at uncovering great consumer insights and truly understanding consumers' needs, but are failing to translate those insights into winning concepts and successful products.

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...

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