Strategic Consumer Insights

The success of many companies and nonprofit organizationswhether they be Coca-Cola, Procter & Gamble, Samsung, BMW, Apple, Disney, or the Metropolitan Operalies in genuine insights into the minds, hearts, and behaviors of consumers. Which product is going to be a hit, and which one is going to flop? Which aging brand can be revived, and which one is doomed to die? Which product positioning is going to work? What price will consumers be willing to pay? Whats the next big market trend? How does a business become more relevant to consumers? These are just a few of the many questions that businesses constantly face and that require genuine consumer insights. While it is tempting to rely on intuition to answer these questionsafter all, arent we all consumers?history has taught us that intuitions about consumers are often ill-informed.