An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
If you believe the pace of change in the world is getting faster and faster, you’re not alone.
The rapid march of technology and changing consumer expectations are driving organisations to release new products and services at an ever increasing rate. In marketing, this translates to delivering campaigns and interactions at greater speed, with flexibility and customer responsiveness to match. But if handled poorly, such rapid product and process development can also translate to a drop in quality.
Chief strategy officer at cummins&partners, Adam Ferrier, subscribes to the theory of increasing speed in product development, communications and marketing processes – particularly when driven by pace-setting companies that introduce more efficient processes, such as European fashion brand, Zara.
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