Listen to this clip to hear Mead talk about the research techniques and methods Procter & Gamble uses to develop consumer insight. Recall from Chapter 3 “Consumer Behavior: How People Make Buying Decisions” that Joy Mead is an associate director of marketing with Procter & Gamble. However, truly understanding customers involves not just collecting quantitative data (numbers) related to them but qualitative data, such as comments about what they think. All this data can be used to generate consumer insight. When a firm gets a customer complaint and records it, this too is information that should be put to use. When a sales representative records the shipping preferences of a customer in a firm’s customer relationship management (CRM) system, this is also marketing information that’s being collected. When a sale is made and recorded, this is marketing information that’s being gathered.
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