If you are still wondering whether collecting and analysing data is really essential and useful for your business, well: you are 10 years too late! Data has become a commodity.

A thorough understanding of the consumer requires dozens of surveys and studies that must be interrelated and statistically significant. To obtain a complete and articulate kaleidoscope of the consumer, companies must track data and insights from multiple touchpoints and use different methodologies: some are simpler and more straightforward, such as quantitative panel surveys, while others are more articulate, such as cluster, persona, and journey analysis.

Consumer journey analysis is critical to understanding consumer needs and dissatisfaction at each stage, improving the experience and building stronger customer relationships.

Consumer personas analysis is one of the competitive advantages of the world's leading B2C companies

The use of data and insights to inform and optimize retail operations (including inventory management, pricing, marketing, and customer experience) is becoming a standard requirement for the largest and fastest growing retail chains.

Analyzing online tribes can provide valuable insights into consumer behavior, inform targeted marketing, support reputation management, inform product development, and aid in competitive analysis.