Creating customer knowledge. Turning 'insight' into sustainable advantage

Consumer insights do not arise from better data or information alone. Customer knowledge creation requires three important elements: a 'behavioral model' or theory of consumer behavior; continual fact-gathering; and revision of the theory as new facts are integrated into the experience base.

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...