Dorit Grueber
Feb 25, 2013

Brand-Building Series: How to develop a true consumer insight

In our continuing series of how-to articles, Dorit Grueber, director with EffectiveBrands, explains what a consumer insight really is and how to go about developing one.

Many new products fail because they lack one key ingredient a true consumer insight. Companies that are not consumer-centric often fail to discover consumers’ core motivations and unarticulated needs.

Deep consumer understanding is at the heart of marketing, because consumers buy for their reasons, not ours. This makes consumer insights invaluable. To develop deep consumer understanding, you need to know who your customers are what they are looking for what their needs, wants and...

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