How General Motors hears the voice of the consumer – learnings from ARF Re:think 2013

In this article, Lori Kneisler, General Motors' market research manager, reveals how the automaker is embedding the voice of the customer throughout its organisation.

How General Motors hears the voice of the customer - learnings from ARF Re:think 2013

Geoffrey PrecourtWarc

Lori Kneisler was puzzled by a bumper sticker she saw one morning in traffic on her way to work. Inside an oval, in black letters against a white background, was the simple message "26.2".

But, in truth, she didn't think much of it until she spotted another message - same black-and-white oval, same medium - with the notation "13.1". "I knew they were related, because they had the same design. The only thing that was different was the numbers. I was embarrassed...

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