Sheri Roder, senior vice president and managing director for consumer insights at Horizon Media, New York, will head a new division, the Why Group, as chief.
Brenda Ng, vice president for consumer insights at T-Mobile, the cellular provider, said her company's studies show that while cellphone use can cause division, it, too, is "the glue" that cements relationships.
Hyatt Hotels found that customers like to give specific feedback, said Heather Briggs, the company's vice president for consumer insights and market research, so there are more text boxes for open-ended answers.
Each company may assert that it has done in-depth market research, but have they truly looked for consumer insights which would make their product more desirable?
Businesses and marketers that do not search for consumer insights, or who fail to understand their anthropological backgrounds, will not be able to connect or engage with prospects and won't be able to motivate them to become customers.
Neither did a necklace for Wonder Woman or high heels for Poison Ivy, said Tanya Missad, director of consumer insights for Mattel.
Tim is also responsible for commissioning consumer insight pieces such as RealView which used an innovative qualitative technique to understand how people really use their connected devices.
Both saw the value in existing social media channels for delivering consumer insight to brands about products, content and campaigns, but they also believed that things like Facebook and Twitter just weren't going far enough.
"The women of influence are an elite group," Katie Libbe, vice president of consumer insights for Allianz, told USA Today.
