Customer Demand

To maximize revenue growth—and bolster TSR in the process—companies must first identify the most promising roads to growth. Our customer demand consultants help clients identify the best growth opportunities. We start by pinpointing pockets of customer demand—areas where they can focus, build competitive advantage, win, and grow.

Drawing on our track record of driving impact for clients, our strategic thinking heritage, and our sophisticated analytical tools, we help clients not just gain valuable insights into how consumers make choices but also put those insights into action. Armed with those customer insights, clients can map the most promising pockets of customer demand and craft clear plans to drive growth.

Anchored in a clear understanding of customer demand, we founded Demand Centric Growth—powered by our Center for Customer Insight, a team of more than 45 specialists and experts with a presence in 50 markets—as a customer-centric guide for all parts of the organization.

Our proprietary Demand Centric Growth methodology enables clients to achieve superior performance at every step in their customer demand growth journey:

We offer a powerful suite of services and solutions that help clients gain even deeper insight into customer demand:

• Lighthouse for Demand Capture helps clients refresh their understanding of customer demand to reflect new realities, adjust their growth strategies based on the competitive landscape, and address changing customer demand patterns. Demand Sensing, our proprietary AI platform, helps clients develop scenarios and track, in real time, leading indicators of demand.
• Demand Accelerator uses primary consumer research to illuminate medium-term demand, map shifting pools of demand (including those catalyzed by the pandemic), and uncover longer-term growth opportunities.
• Branding builds a robust fact base and analyzes consumer demand research to help companies surmount challenges including weak brand differentiation and new brand launches. It helps them clearly articulate a brand’s positioning and track brand performance in a unified way.
• Customer-Facing Innovation enables clients to determine where to innovate, how best to refine their offerings, how to launch a new product or service, and how to make best-practice innovation a repeatable process to better satisfy customer demand. We work with clients to find, frame, and focus new offerings through the lens of customer demand management. Equally important, we equip clients with the methods, processes, and tools they need to sustain the newly generated value.
• Customer Influence Pathways helps supercharge customer demand and engagement by clarifying customer journeys and touchpoints to craft a customer-centric commercial execution plan that boosts companies’ top and bottom line. Clients gain insight into where to play, how to deploy winning tactics, and what investments they’ll need to make to drive purchase, acquisition, and long-term relationships with the brand.
• Customer Insights Organization and Enablement focuses on helping companies establish the in-house organizational structures and capabilities vital for making the right customer demand management decisions and meeting customers’ needs. By strengthening these essential structures and capabilities, they can better organize customer data and understand changing customer demands, needs, behaviors, and perceptions—and then use that understanding to quickly pinpoint the most valuable strategic opportunities.