Please feel free to download the following ESOMAR publication:

The heart transplant
Consumers at the heart of your business

This paper focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs, namely,  how do I get the consumer at the heart of my business to drive a competitive advantage.  Understanding the deficits of the existing model, the paper propose a new model that successfully fuses quantitative (and financial) rigour with rich qualitative insights, creativity and change management skills. The presenters utilize a live case study of Carlton & United Beverages to illustrate the success of this approach in revolutionizing the role of marketing decision-making within the business.

Date of publication:21.09.2005
Conference CD: Congress 2005 - Making a Difference
ISBN: 92 831 1384 5
Number of pages: 18
Price: EUR 15

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