If we answer most of our key business questions through paid custom surveys or focus groups, we may soon lose the ear of senior management. Why? The c-suite continues to be under tremendous pressure to take action quickly while keeping a tight grip on the bottom line. And with internal functions like CRM and Web management having instant-access to (more…)
Posts Tagged ‘consumer insights’
Consumer Intelligence that Drives Growth
Tuesday, April 27th, 2010A recent study from Boston Consulting Group (BCG) estimated that consumer product companies spend as little as 20% of their market research budgets on strategic initiatives*. Why? Most marketing researchers are still operating on the age-old mission of being an “aid to decision making”. This opens the door to lots of tactical projects, where research answers specific questions rather than informing overall strategy. Many research organizations have moved to a broader role of representing “the voice of the customer.” But is this enough to drive innovation and growth in today’s consumer product companies?
If you ask Jami Guthrie, Vice-President of Global Consumer & Market Intelligence for Wrigley, the answer is (more…)
Monika Wingate is the owner of Fountainhead Brand Consulting and V.P. of Membership for the Wisconsin Product Development and Manufacturing Association (PDMA). She has helped a variety of companies develop new products and growth strategies including CUNA Mutual, Hormel Foods, U.S. Bank, and Kohler.
