Companies are preaching that they are consumer centric. Listening to their consumers is the most important business driver. This was recently confirmed by the PWC study “What the Top Innovators get right”. All of the survey respondents indicated they value deep customer and consumer insights in their innovation programs. They ranked consumer and client insights as the most important capability during the ideation stage.
But when consumer insights (CI) is the most important business driver, and a strategic CI function adds business value, why do we see that CI-departments are under pressure?