If you’ve got it, flaunt it: how to use your hidden assets

Companies like Unilever spend million of pounds a year on consumer research, and often more than they spend on advertising agency fees or advertising production.

If you've got it, flaunt it: how to use your hidden assets

Catriona FerrisUnilever

Judith SteinertThe Insight Connection


Organisations like Unilever spend several million pounds a year on consumer research. Unilever spends more annually on research than on advertising agency fees or on advertising production. It is received wisdom that the start point of good marketing is a focus on the consumer, and that developing consumer understanding and insights is not a luxury but a necessity.

As a result, good research has become increasingly valued. Over several decades the research industry has grown, matured and become hugely...

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