How to deliver consumer insight

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

How to deliver consumer insights

Merry Baskin Baskin Shark

This Best Practice paper, is an updated and revised version of Merry Baskin's 2010 paper, Consumer insight. Merry Baskin is founder of the planning consultancy Baskin Shark and a frequent contributor to Warc.

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