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Dana Stanley
Greenbook’s Chief Revenue Officer
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Only 11% of market-facing decisions have the backing of customer data (HBR, Aug 2012). We believe this to be an even smaller percentage internationally. Nowhere is this shortage of customer feedback more evident than in the concept development process. It’s no wonder that a significant percentage of product, packaging, and advertising executions fail every year.
The lack of time, budget and tools available to market researchers have prevented companies from tapping consumer insights as much or as early as needed leaving them to rely on intuition or gut feel to pick and refine winning concepts.
On-demand tools when coupled with the Agile Research Methodology allow researchers and marketers to identify and optimize winning concepts much earlier in the development process resulting in executions that are both faster to market and better performing.
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