Creating Customer Knowledge
Turning “insight” into sustainable advantage
David G. BakkenHarris Interactive, United States
Michael A. LottiGlobal Business Research, Eastman Kodak Company, United States
INTRODUCTION
Globally in 2002, companies and other organizations spent the equivalent of $10.5 billion (USD) with the top 25 market research agencies in pursuit of data, information, and knowledge about their customers. While in the specifics there is wide variation in the activities funded by this considerable sum, the goal of all this spending, in one form or another, is development of insight into the determinants of customer behavior. Anyone who is familiar with...