Practice Bites: Marketing Malpractice (#MarketResearch, #MBATerm1)

“Why Companies Can’t Turn Customer Insights into Growth” (Aug., 2016 in BCG Perspectives)

[This] article from BCG notes that consumer-facing companies have experienced little or no grown for 7 years. The authors of the article, including a marketing prof from Yale, say the trick is to improve the “Consumer Insight” function, but they do not seem to grasp what is obvious to everyone under 40. Unless you include culture in this function, your hopes of having “consumer insight” are compromised from the start. Why is it that boomers think it’s ok to ignore the single most important determinant of consumer choice? Is it because they confuse “culture,” with corporate culture? Check. Is it because they confuse culture, with popular culture? Is it because they are too lazy or cowardly to see what has happened to culture since 1990? Check. Is it because they have made themselves strangers to the culture that everyone else lives and breathes. Check. … This is malpractice. – Grant McCracken (http://cultureby.com/

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