Consumer Insight: The Elephant Not in the Room

Consumers are a key audience for every business, across sectors and revenue models. Why? They are your buyers, suppliers and employees. Therefore, every decision your company makes starts and ends with consumer insight. Every IT investment ultimately requires human approval and adoption. Supply chain decisions are about delivering to human beings. Manufacturing focuses on producing goods that humans will use. Consumer insight represents human insight. As long as you sell to and through human beings, you need consumer insight. Yet, this insight is often lacking, missing from executive level discussions and decisions.

Here's why and what you can do about it...