The heart transplant - consumers at the heart of your business

Kirstin Hickey, Derek Leddie and David Jenkinson

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.

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 a dangerous level. The patient would inevitably die. Yet modern surgery now offered the opportunity for the inevitable to be reversed, promising the potential of renewed vitality and growth.

In our marketing environment today, the flailing heart, the damaged heart, is our preoccupation with brands; the new heart, the living, breathing consumer. Ironically, the former only exists in the minds and hearts...

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