Hurry Up! And Wait! The Road to Research Impact: An in-depth study of the role and management of consumer insights in major corporations
Introduction
Reprising and building on the seminal 2009 study by Boston Consulting Group - "The Consumer's Voice - Can Your Company Hear it?"- this paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards a more strategic, pro-active role for research and analytics and asks why that progress appears to be so slow. What are the key...