Model Overview Report

When To Gather Consumer Insights

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

August 30th, 2023
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
With contributors:
Mike Proulx , Emily Collins , Bruna Venicio , Peter Harrison

Summary

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.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.