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.