Risks

Some companies believe consumer research is a "nice to have" not a "need to have." However, consumer insights can be a vital ingredient in making better, consumer-informed decisions.  If you are not in a dialogue with your current and potential consumers, it can result in:

• Missed opportunities to grow your business.
  
• Mistakes that can cause your trade customers and end consumers to lose trust in your brand.
• Launches that are the wrong ones, or not fine-tuned to maximize success.
• Decisions that are not rooted in a deep understanding of consumer needs.
• Your competitors "stealing" your consumers from you.
• Your brand marketing being driven by internal forces rather than consumers.

Opportunities

Involve your consumers in research so you have a deep understanding of their needs that can allow you to make better, consumer-driven decisions. This can mean:

• Helping you make the right decisions to keep them happy and loyal to your brand.
  
• Creating consumer communication that resonates.
  
• Building and growing your brand and business to create value for your shareholders.
• Developing marketing plans that deliver inspiring and motivating initiatives to your consumers.
• Identifying ways to attract new users to your brand.
• Being responsible for launching successful new products, not failures.