The heart transplant

Date of publication: September 21, 2005

Abstract:

This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?' Understanding the deficits of the existing model, the presenters propose a new model that successfully fuses quantitative (and financial) rigour with rich qualitative insights, creativity and change management skills. The presenters utilize a live case study of Carlton United Beverages to illustrate the success of this approach in revolutionizing the role of marketing decision-making within the business.

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