To provide a research basis for the content included in this blog, I am asking all customer insight leaders who visit this site to complete the short survey below. Knowing the scope of your roles and your views as to the true breadth of ‘customer insight’ will enable me to ensure that I balance the content published here to better suit your interests. I will of course share the results,.. Read More
In May 2014, I attended this council run by Forrester Research. For those not familiar with Forrester they are one of the biggest global research firms providing independent advice on technology and suppliers (another being Gartner). Unlike Gartner, I have always found Forrester to be more open to focussing on business decision makers and the technology needs of Marketing, Operations and Insight leaders. Gartner has some very able thinkers (including Ed Thompson.. Read More
Many terms in the lexicon of marketing and business are ambiguous at best, misleading at worst. Both old terms like ‘proposition‘ and new ones like ‘big data’ seem to bring more smoke than light. But the lack of clarity that has troubled me most in corporate life is the many meanings of ‘customer insight‘.