Strategies for Growth

Using Consumer Data to Drive Business Growth Strategies

John Madell
Drummond Madell, United Kingdom


Organic sales growth is one of the major pre-occupations and challenges of CEOs today. After 20 years of improving their supply side efficiency, companies are reaching diminishing returns in cost savings, and future profit growth will increasingly have to be fuelled by real organic sales growth.

However CEOs in the main are not naturally turning to market research for strategic advice on how to grow their businesses.

Our own research amongst senior managers responsible for delivering growth in large companies revealed both a frustration and a disconnect with market research as a helpful tool in their difficult task of choosing an overall growth strategy for the business.