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Creating customer knowledge

Date of publication: April 18, 2004

Catalogue: ESOMAR Conference on Excellence in Consumer Insights 2004

Company: Harris Interactive (Europe)

Authors: David G. Bakken, Michael A. Lotti

Abstract:

Consumer insights do not arise from better data or information alone. Customer knowledge creation requires three important elements: a 'behavioral model' or theory of consumer behavior; continual fact-gathering; and revision of the theory as new facts are integrated into the experience base. This approach can provide a sustainable competitive advantage. The paper will illustrate a process for accomplishing this and demonstrate the application of the process with the case study.

David G. Bakken

Author

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Michael A. Lotti

Author

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Bakken and Lotti (2004a, April 18). Creating customer knowledge. ANA - ESOMAR. Retrieved June 18, 2026, from


https://ana.esomar.org/documents/sharing-knowledge