'Seeing is believing': Consumers do not live in reports and charts, so why is consumer insight so often communicated in that way?

Peter Walter and Stephen Donaldson

Argues that traditional research reports and charts are no longer adequate for communicating changing consumer lifestyles to clients who have an increasing need to understand them.

'Seeing is Believing'

Consumers do not live in reports and charts, so why is consumer insight so often communicated in that way?

Peter Walter ?What If! andStephen Donaldson Van den Bergh Foods

The users of consumer insight

The audience for consumer insight within client companies is getting broader and broader. Why? Because consumer understanding is a bedrock of competitive advantage, and everybody in the business needs to understand it. It is not just the preserve of research and marketing managers, but of product development, customer service, sales, category management, personnel, and all a client's external agencies....

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