The heart transplant – consumers at the heart of your business
Kristin Hickey and Derek LeddieThe Leading Edge Marketing Research Consultants, Australia
David JenkinsonCarlton & United Beverages, Australia
INTRODUCTION
The heartbeat had slowed to...
The heart transplant - consumers at the heart of your business
This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competitive advantage?' Through understanding the deficits of the existing model, the paper proposes a new model that successfully fuses quantitative (and financial) rigour with rich qualitative insights, creativity and change management skills.
