Moving from Consumer to Brand and Business Insights: Linking consumer data to business outcomes

This report suggests some key elements in driving the success of an insights department in order to help it contribute to the broader business agenda.

Moving from Consumer to Brand and Business Insights: Linking consumer data to business outcomes

Rachel Stern, Stephen Cooper

Introduction

Industry context

It is no surprise that "Accelerating profitable growth is the goal of all brand owners across the globe" (Future of Insights Report). What is also key is that this growth is grounded in consumer-centric thinking, with a recent paper by lnsights2020 (Driving Customer Centric Growth) highlighting that "customer-centric companies are growing revenue faster than their competitors."

The challenge is how insights functions within these organisations move from simply being known for efficiency and expertise in our core area (i.e....

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