The past two years have shown us that there is nothing more crucial – or more challenging – than understanding consumers. Knowing consumers deeply is...
The past two years have shown us that there is nothing more crucial – or more challenging – than understanding consumers. Knowing consumers deeply is the key to brand success; but people’s lives and choices have grown vastly more complex, as they navigate pandemic anxiety, work-from-home stress, and an avalanche of media and shopping choices.
To get a nuanced view of today’s complex consumers, we need more than one vantage point. It takes a variety of perspectives to reveal their desires, concerns, and behaviors in rich detail – the kind of detail marketers need to plan and execute.
But brand leaders also have to be mindful of their own limitations. With so much to process and so many decisions to make – on tight deadlines – abundance is not a senior marketer’s friend. They need the right tools and data at the right times, targeted to their goals and easy to access and leverage.
