Model Overview Report

When To Gather Consumer Insights

Use Forrester’s Consumer Insights Lifecycle Model To Make Strategic Marketing Decisions

August 30th, 2023
With contributors:
Mike Proulx , Emily Collins , Bruna Venicio , Peter Harrison


Customer obsession requires companies to put their customer at the center of leadership, strategy, and operations. For CMOs and other B2C marketers, this means that companies must bring the consumer’s voice, behaviors, and trends into the work that they do. But broadly and blindly inviting insights into the room can overwhelm the process and be counterproductive. This report gives B2C marketing executives a model for when and how to use consumer insights to make strategic marketing decisions.

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