Missing the point: Why brands are failing to get the most from customer insight

Gaining a deep understanding of consumers’ beliefs, motivations and behaviours should be at the heart of marketing. But as budgets have got tighter, customer insight is one area that has suffered, with many brands failing to explore new tools and even forgetting the basics.
Although consumers may not have changed fundamentally over the decades in terms of what they need from brands, their expectations have shifted in line with wider changes in society. As a result, the benchmark people mea