Finding the treasure trove: Making consumer insights pay off [INFOGRAPHIC]

Thanks to digital channels, consumer product companies now have a direct connection to the needs and aspirations – the ‘pulse’ – of consumers. This new report from Capgemini looks at how they make the most of these insights.

The Capgemini Consulting report; ‘Consumer Insights: Finding and Guarding the Treasure Trove’ conducted a global survey of 300 managerial executives across 86 companies, with collective revenues of over $756 billion in the consumer goods industry.
Jules Morgan, Head Insights & Analytics Centre of Excellence at Capgemini Consulting: “What’s interesting here is that new data and insights capabilities are increasingly both a necessity and a challenge for UK based consumer goods players. Leaders in the pack are using new capabilities to drive results across marketing, sales and core operations. Those ahead of the pack have both executive sponsorship at the highest levels and have worked hard on their operating models to exploit new data and analytics at scale.
“There is still some way to go though across functions. And we see 90% of companies have experienced consumer data breaches. As a home to many global players, British Champions need to get ready for the new EU GDPR legislation.”

Stan Sthanunathan, Executive Vice President – Consumer & Market Insights at Unilever:
“What’s clear in this report is that consumer insights capabilities are becoming increasingly important engines within consumer products companies. But with this comes responsibility. Collecting and using customer data at scale demands a new kind of organisation, approach and leadership. With GDPR just around the corner, companies need to make sure they are ready.”
A link to the report can be found here.