This paper re-examines the role and management of Consumer Insights in major corporations. It tracks progress made in the intervening seven years towards more strategic, proactive role for research and analytics and ask why that progress appears to be so slow. What are the key drivers of success for a CI function and what are the barriers that are holding us back?
If Corporate Communications firms are to survive in the network economy they must offer their clients solutions for communications strategy. They must also create stories and experiences for the clients of their clients, integrated in a creative business strategy. Firms must rise to the challenge of Human Talent and develop entrepreneurs and attract and retain talented employees, or, as summarised by one CEO: "I have only two priorities: One for Human Talent and one for Corporate Communications with Creative Business Ideas."
Corporate banking research is helping banks, and especially US banks to design and market services for corporate customers in their own domestic markets, and internationally. Despite the current economic and financial situation, research can help banks to satisfy their corporate customers by indicating areas of high priority. Those banks that can maintain the confidence of the corporate clients in such a climate by the intelligent use of research and marketing methods will benefit when companies are again able to exercise freedom in choosing and using banks for the raising of finance, and other services.
This paper defines the corporate marketing objectives of retail organisations; and suggests ways in which market research can evaluate their achievement.