Ensure CI gets a seat at the table: Consumer insights are meant to be used.
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"Hello Kitty is a perennial, " says Bangkok-based Dave McCaughan, director of McCann-Erickson Asia-Pacific Consumer Insights.
So when it comes to knowing where look for leveragable brand knowledge, we like dealing with pure consumer insights.
Consumer insights drove new features, new formats, and our entire move to mobile.
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They want to know what the data is for, especially for consumer insights.
These responses, when run through business intelligence engines, will generate sentiment boards to provide product designers with real-time consumer insights.
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The highest-performing businesses regularly use consumer insights in 80% of sales and merchandising decisions, according to an article in GOOD Magazine.
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Watch here as she discusses the campaign and the brand challenges she faces, as well as consumer insights that are informing her efforts.
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So how do we discover and identify consumer insights and trends?
Shoppers who use the Scan It system spend about 10% more than the average customer, says Erik Keptner, Ahold's senior vice president for marketing and consumer insights.
Pam Goodfellow is Consumer Insights Director for BIGinsight.
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Intellectual property such as patents, institutional knowledge collected and stored by employees, sentiment gleaned from millions of social media posts, and consumer insights from the analysis of myriad online transactions are just a few examples of information assets companies leverage today.
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To understand the marketing implications of this collaborative consumption trend, our Campbell Mithun team both talked to marketers on the sharing front lines and conducted a quantitative consumer survey for insights about consumer attitudes.
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What can consumer spending insights from 2008 teach us about 2011?
David Rubin: At Unilever, we go straight to the consumer to gather insights that will lead to breakthrough ideas and communication.
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Innovation is not driven by high expenditure on research and development, but by the company's insights into consumer habits.
If we place consumer experience and the inherent insights at the heart of our communications planning, we can create more cohesive marketing efforts that truly do drive engagement and offer value to our prime prospects.
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This will enable Walmart consumer products suppliers to see shopper insights derived from panel data, analyze custom trip mission data, and conduct deeper marketing analytics.
"On the consumer side, the most important insights I have would come from the Wal-Mart Stores board, " Breyer said in a 2003 interview with Venture Capital Journal.
The company was still exploring business models, but knew that collecting and combining data about what, when and where their users were eating could offer invaluable insights to anyone from consumer packaged goods companies (CPG) to mom-and-pop restaurants, CEO Justin Massa told me in an interview last year.
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We can aggregate and analyze data to better understand consumer trends, and then apply those insights to our go-to-market campaigns.
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"The XPS 10, XPS Duo 12 and XPS One 27 represent the culmination of a deep understanding of the 'Bring Your Own Device' movement and insights gained from both our consumer and business customers, " said Sam Burd, global vice president, PC product group at Dell.
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According to the Boston Consulting Group (its partners reported some of their insights in Forbes here), a consumer company doing business in 70 locations (cities and counties) in China could reach 70% of consumers in the middle and affluent classes as of 2005.
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