Driving Customer-Centric Growth: A Practical Roadmap

Abstract

Editors’ NoteThe need to connect deeply with the consumer has led many brands to replace traditional product-focused business models with a customer-centric approach. Insights2020—the largest global marketing research initiative to date—has provided the strategic framework and practical guidelines to “help leaders in the fields of marketing and insights and analytics drive customer-centric growth.” The 2015 project, led by Kantar Vermeer (renamed in 2016 from Millward Brown Vermeer), included interviews with 337 business, marketing, and insights and analytics leaders, and an online survey of 10,495 practitioners from 60 countries. In the pages that follow, Kantar Vermeer authors offer an in-depth look at the Insights2020 findings, data, and methodology that inform their roadmap for companies to develop a customer-centric business model in which insights and analytics plays a pivotal role. Such a model, according to the authors,is what has led to strong revenue growth at “overperformers” (i.e., brands experiencing higher revenue growth than their peers across the category).

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