- Voice of the Consumer:
Fetters talk about the need for researchers to step up and representing the consumers or else they will be forgotten.
- Rapid Change:
Consumers change so rapidly that is hard to keep up. Things such as media habits and food preferences can change overnight.
- The Bigger Picture:
The importance of creating partnerships with suppliers and starting to behave as the brands is discussed by Fetters.
About the Author:
Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.