Knowing what consumers really, really want

In this article, the author adds her own contributions on how to use data to gain human insight into customer needs.

Knowing what consumers really, really want

Edwina DunnStarcount

There was a stimulating article by John Sills in the last issue of Market Leader (Q1 2017, page 10). It discussed the lessons all business leaders can learn from Trinity Mirror's New Day newspaper, which closed only three months after it launched in February 2016.

Despite launching with high ambitions, New Dayfailed to capture the hearts of consumers quickly enough to establish itself as part of the Trinity Mirror portfolio. In the words of Trinity Mirror chief executive Simon Fox: "What consumers told us they...

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