Q&A: Lowe's insights director on how to distinguish trends and fads

This short article relates an interview with Tanya Franklin, director of market and consumer insights at Lowe's, the American home improvement company, in which she describes how actionable insights lead to the creation of business advantages.

Q&A: Lowe's insights director on how to distinguish trends and fads

Ken Baeulieu

TANYA FRANKLIN IS ALL ABOUT THE FUTURE. As director of market and consumer insights at Lowe's she works with the Strategy, Insights, Planning, and Process group to monitor consumer and lifestyle trends to keep the home improvement company at a competitive advantage. If the group identifies changes in consumer behavior, driven by social, cultural, environmental, technological, or economic forces, the insights are disseminated across the enterprise to help drive new business initiatives.

Domestically and internationally, Franklin's group supports marketing, merchandising, real estate, strategy, and corporate communications...

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