The heart transplant
Consumers at the heart of your business

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Author(s): Kristin Hickey, Derek Leddie, David Jenkinson
Collection: Congress 2005 - Making a Difference
Keywords: Business Trends

ESOMAR Congress 2005 Award Winner - Best Paper Overall
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EUR 15.00
Members: EUR 12.00

This presentation 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 presenters 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
ISBN: 92 831 1384 5
Order Code: CON05-01
Number of pages: 18

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