It never ceases to amaze me that so many companies still wait until a new product or service is just about to be launched before asking “how can we now link this launch to a consumer trend or insight?”
A couple of observations from some of the global post-launch reviews we are continually asked to do after sales have proven to be a huge disappointment.
1) Just because a buyer at a retailer, your marketing director, or your CEO thinks something is a good idea, does not mean it is.
2) Capturing the authentic behaviour and emotion of consumers early in the development phase might not give internal stakeholders the answers they think they want, but it will normally lead to much better decisions being taken in the long run.
3) Being consumer-led or consumer-centric has to be a lot more than a hollow slogan or a fading poster before it can have any impact.