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Research papers

Making a difference with consumer insights

Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Takashi Takenoshita, Angela Spatharou, Vivek Banerji
Company: McKinsey & Company
February 11, 2009