Why Reebok doesn’t rely on data to understand its consumers

Eleanor Carter-Silk is not only Reebok UK’s head of sports marketing, she is also an athlete and a former ambassador for the brand – like most of its head office.
All of its marketers are trained in the areas they work in, and as such, Reebok can afford to be less reliant on data from third parties to understand its consumers.
“We are our own consumers,” Carter-Silk says. “While we bring in consumers and focus groups, and listen to people by email and in person at e