The larger point, though, is this: An isolated CI team is doomed to failure.

FORBES: How To Turn Consumer Insights Into Profitable Action

When product developers present their goals, a CI team also needs to be at the table to help figure out how to achieve them.

FORBES: How To Turn Consumer Insights Into Profitable Action

The head of CI, for example, should report to a seriously high level, and the team should always staff with deep experience not only in classic CI skills but also the ability to effectively work across the business.

FORBES: How To Turn Consumer Insights Into Profitable Action