How Tesco built a real-time insights programme
Jo Bowman
British supermarket giant Tesco knows an awful lot about its UK customers. It generates reams of data about them and spends millions of pounds every year on market research. Yet according to Maria Sealey, head of insights at Tesco, the company didn't really know the market in a more human way, understanding people's fears and motivations – not just when it comes to shopping at Tesco or even shopping more broadly. So in 2011, it has been getting to know them, and adapting to what it's found.
"The role of insight...