March 18, 2019
How to demonstrate the value of investing in customer insight
David Smith has been leading an ESOMAR team looking at the issue of how best to demonstrate the value of investing in customer insight. The project involved interviews with over 20 leading industry insight leaders from organisations including ANZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter IKEA Systems, Berck and Co, Microsoft, Nissan, Pepsi, Phillip Morris International, Turner Broadcasting and Unilever. The report, which has been prepared by David Smith, will soon be published by ESOMAR. But in the interim, a top line summary of the key findings can be found in an article on the ESOMAR Research World website.