Abstract:

We are in an age of data carpet bombing. Businesses are staggering with the flow of industry updates, investor reports, retail audits, sales dashboards, brand tracks, social listening ad nauseam. The data is intended to empower, yet it overwhelms. Enter Consumer Insight Managers. The purpose of this paper is twofold: a) To highlight how Consumer Insight is addressing business questions by working with disparate data, connecting business reality to opportunities thrown up by the marketplace; b) The second is to sensitise vendors and suppliers to the new needs of business and to inspire more rounded solutions to a research brief!