Summary
Demand within B2C organizations for consumer insights (CI) is high and for good reason: Companies that effectively leverage insights see higher growth. But not all CI teams are equally successful in fulfilling their mandate to design and execute programs that gather and interpret useful insights for decision-makers. And as companies’ need for speed escalates, so do the markers of what makes a CI team successful. In this report, we present findings from Forrester’s data as well as interviews with CI teams and vendors that can help B2C marketers and CI pros understand the key attributes, objectives, and needs of modern CI teams.
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