Understanding consumer needs
Successful marketing organizations have one thing in common: they orientate their actions with a strong focus on markets, consumers, and their needs. To develop customer centricity, three core problems must be solved:
- Knowledge capture: relevant data, information & knowledge must be captured, organized, and made accessible for research, insights & analytics units.
- Insights development: data and Information must be turned into actionable consumer and market knowledge, known as insights.
- Business engagement: marketing & product units must be strongly interconnected with Research, Insights & Analytics teams to profit and effectively use the generated knowledge.