Deep customer insight is crucial to successful strategy development and execution, as it helps companies answer some of today’s most important questions:
What are the most attractive segments for us? What are these customers’ desires? Which desires are met and unmet, and can we serve them?
How are we perceived by our customers? And by our non-customers?
Where can we grow? Can we extend our brand(s) into new categories or segments?
What are the purchase and decision patterns of customers? What are the key levers and triggers to capture them?
BCG formed its Center for Consumer Insight (CCI) to make customer-insight research a core capability and an integral part of our consulting practice. Our customer and consumer insight practice spans all regions, industries, and topics. The CCI is supported by both our Marketing and Sales practice and our Consumer practice. Read More