The Consumer Insights Revolution: Transforming Market Research for Competitive Advantage

199 pages. This book is a strategic, hands-on guide for market research and consumer-insights professionals and organisations wanting to modernise how they operate. The authors draw from real-life transformations (notably at PepsiCo) and the consultancy platform Zappi to show how fragmented, siloed insight functions can evolve into connected, consumer-centric, data-driven operations. Key themes: Moving from disconnected operations to a globally integrated insights function. Implementing agile research practices, democratising data access, and breaking down silos. Developing people, processes & technology for competitive advantage. Providing an “Insights Maturity Framework" so organisations can chart a path from reactive to proactive insights leadership