Exploring New Sources of Consumer Insight

3/29/2007

Consumer goods (CG) manufacturers are challenged to understand consumer behavior and then attempt to influence it. With the challenging retail environment and the growing sophistication of the consumer, it has become more and more difficult for these companies to reach individual consumers with traditional mechanisms. Therefore, companies are mining all the data they can get their hands on in an effort to gain consumer insights, and are turning to new ways to source that information.

But are CG companies looking in the right places for consumer insight? Once they understand it, are they leveraging it appropriately? Are they taking advantage of new technologies and the ubiquity of the Internet? This month, Consumer Goods Technology partners with HP to research the new methods companies are using to gain these insights and understand how they are effectively being leveraged.

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