Consumer insight : definition and stakes.
Let's share a common background...
The consumer insight occupies a central place in innovation, research, marketing and communication. If you look at the subject closely you realise that within a given company not everyone has exactly the same concepts of insight:
- not necessarily a shared definition,
- few or no examples of good practice,
- a central place and yet a lack of related detailed documentation in the offer development processes.
Consumer insight therefore presents a paradox: while being omnipresent in companies' communication it is hard to see in their tangible actions. Consumer insight is only a real help in developing offers if it is clearly defined within the organisation. You will find below 5 papers concerning consumer insights.
