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How to demonstrate the value of investing in customer insight

Date of publication: March 12, 2019

Catalogue: ESOMAR Publications

Author: ESOMAR B.V.

Abstract:

The customer insight industry is a big success story, but internal insight teams are often on the critical radar. Against this backdrop, Esomar looked at the best way to demonstrate the value of investing in customer insight, reviewing relevant literature and conducting 20+ in-depth interviews with industry leaders from major organisations including ANZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter Ikea systems, Merck & Co, Microsoft, Nissan, Pepsi, Philip Morris Int., Turner Broadcasting, Unilever.

ESOMAR B.V.

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B.V., E. (2019a, March 12). How to demonstrate the value of investing in customer insight. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/insight-adding-value-to-a-national-supermarket