The Consumer Insights Revolution

Transforming market research for competitive advantage

By: Steve Phillips, Ryan Barry, Stephan Gans, Kate Schardt

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Hardcover | 16 September 2024

At a Glance

Hardcover
208 Pages

Dimensions(cm)
21.6 x 14.0 x 1.27

Hardcover

$54.33

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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.

Industry Reviews

"A powerful playbook on how to stay close to the changing consumer in our fast-paced world and turn the consumer insights function into a competitive advantage for your business. A great read for marketing and consumer insights leaders alike."

- Ravi Dhar, Director, Yale Center for Customer Insights and Professor of Marketing and Psychology, Yale School of Management

"Data really is the new oil; The Consumer Insights Revolution is the guidebook on how to build a modern refinery to deliver real, tangible impact from it. It's indispensable and inspiring!"

- Leonard F. Murphy, Chief Advisor for Insights and Development, Greenbook

"People, processes, and technology are the foundation of modern business transformation. In The Consumer Insights Revolution, the authors reveal powerful lessons on leveraging technology partnerships to elevate a global brand's consumer focus. Packed with actionable insights and forward-looking strategies, this book empowers marketing and insights professionals to drive impactful change and build greater influence within their organizations."

- George Kadifa, Managing Director, Sumeru Equity Partners

"From agile methodologies to AI integration, The Consumer Insights Revolution offers a goldmine of nuggets for anyone navigating the future of Market Research. Written by four of the most innovative icons in the industry, this book is a must-read."

- Michelle Gansle, Chief Data & Analytics Officer, McDonald's

"A thought-provoking and necessary read for the market research industry; this book encourages market researchers to push the boundaries to innovate and influence in their careers."

- Lauren Governale, Senior Director, Head of Customer Insights & UX research, Hims & Hers

"Energizing and a must read for researchers and human intelligence experts who want to push the boundaries of what is possible to ensure that the Insights ecosystem thrives. Some great inspiration on how organizations can shift from knowledge management to decision management, ensuring that Insights teams step into the role of strategic partner vs just research generator. Love love love!"

- Nic Umana, Global Agile Innovation Human Intelligence Director, Mars

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