I would like to know how do you incorporate consumer insights in your marketing strategy and plan? Do you incorporate data from Comscore and Nielsen and then use these metrics to convert into actionable insights? Why plan if consumers may not be interested in the product or services?

The majority of advertising firms have dedicated insights/analytics division. So as small business owners, we should pay attention to the big companies and incorporate insights in our marketing strategy and plan.

The consumer feedback directly affects market signals with the possibility of word of mouth and hence it add value to actionable insights of your marketing strategy.

Its interesting that many companies may not take into consideration consumer feedback in due time to optimize their marketing strategy.

Yea that might be a good selling point. :)