The Consumer Insights Revolution
Transforming market research for competitive advantage
Published on 16. September 2024
Book
Hardback
208 pages
978-1-78133-897-1 (ISBN)
Description
Discover the secrets behind PepsiCo and Zappi's transformation of PepsiCo's consumer insights function into a globally connected, consumer-centric powerhouse. This book provides a comprehensive guide for market research professionals and organizations looking to modernize their insights capabilities and drive substantial organizational change.
Key learnings:
Modernizing insights functions: Practical steps and real-life stories to evolve your insights team.
Strategic evolution: Develop your people, processes, and technology to drive significant organizational change.
Insights maturity framework: Achieve consumer-centric, data-driven operations with a clear path to insights maturity.
Discover how to:
Move from fragmented operations to a cohesive, globally connected insights function.
Implement agile research practices to stay ahead of market trends and consumer needs.
Transition from data silos to integrated, democratically accessible data.
Become a strategic partner within your organization, driving growth and innovation.
The Consumer Insights Revolution is an essential resource for market research professionals and organizations aiming to enhance their consumer insights, align with consumer needs, and achieve a competitive edge in today's fast-paced market.
More details
Language
English
Place of publication
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 222 mm
Width: 145 mm
Thickness: 15 mm
Weight
399 gr
ISBN-13
978-1-78133-897-1 (9781781338971)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Having worked across four continents during his career in consumer insights, Steve specializes in the use of technology to automate and improve the market research process. Prior to founding Zappi, Steve founded Tonic Insight, Tuned In Research, and Spring Research, where he led research teams to uncover new insights into consumer behavior around the world. His work on consumer purchase journeys has won multiple awards, and he's a regular speaker on the topic at industry events. He's also a published specialist on behavioral economics, and his work on the impact this thinking has on market research won the ESOMAR Best Paper award. In addition, he was the recipient of the Best New Thinking award at the MRS Conference, the ARF Great Minds certificate, and the UK Industries Innovation award. As chair of the MRS Sustainability Council, he's passionate about moving the world of insights onto a fully sustainable pathway. When he's not building the world's leading consumer insights platform, Steve can be found on the cricket pitch or studying history.