The management and communication of customer insight

Businesses today are demanding ever more insight as they strive to differentiate themselves. But despite our success in generating customer insight from a range of sources, from database analysis through to market research, it is still too often true that this insight rarely reaches all those that it should, and it frequently fails to drive the strategic planning. This paper will examine the reasons why this happens, and puts forward a model for the way that insight should be managed and communicated such that it can deliver its full potential.