By Ivan Bojanic, Senior Integration Architect and Susan Scarlet, Vice President, Strategic Branding

Almost a century ago, Henry Ford famously proclaimed that his customers could have a car painted any color they wanted – “so long as it is black.”

A lot has changed since then. Today, individually tailored products are nearly as common as the long-established digital norms of individually tailored messaging and packaging.

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by Claire Gilbert, Senior Statistical Analyst, Gongos, Inc.

From the time their founders had a dream, B-to-C corporations envision who their buyers are, and who they will become. No one said it better than Steve Jobs when he professed that organizations must get so close to customers that it’s you who tells them what they need well before they even realize it themselves.

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By Greg Heist, Chief Innovation Officer & Susan Scarlet, Vice President, Strategic Branding, Gongos, Inc.

{Blogger’s note: We’d like to credit and thank our colleagues Michael Francesco Alioto, PhD, Vice President, Global and Curtis Kaisner, Senior Research Strategist for the foundational academic review and framework; and Hallie Dunklin, Associate Director, Branding and Design for helping us bring this work to life.

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by Agnieszka (Angel) Muxlow, Community Strategist, Gongos, Inc.

With the rising adversity and volatility being felt by many across continents, there is inarguably a new imperative for B-to-C Global 1000 organizations to refocus their energies on what unites us as humans; not what divides. After all, if the life blood of such organizations is based on the reciprocal relationships with every consumer they serve, then the realization of true reciprocity can only occur when organizations recognize—and build consumer intelligence programs—that acknowledge humanity as a whole.

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by Crystle Uyeda, Director, Business Development

Gaining an intimate understanding of the consumer is critical to drive marketing and innovation strategies—ultimately enabling organizations to grow. On the surface, acquiring this knowledge seems straight forward. Organizations are faced with balancing three key factors: 1) structural barriers, 2) understanding and/or guiding consumer behavior, and 3) the ever-increasing data overload.

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By Claire Gilbert, Data Analyst, O2 Integrated

It’s fair to say that for those who run in business intelligence circles, many admire the work of Fast Forward Labs CEO and Founder Hilary Mason.  Perhaps what resonates most with her fans is the moniker she places on data scientists as being ‘awesome nerds’—those who embody the perfect skillsets of math and stats, coding, and communication.

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By Elizabeth VanStee, Communication Designer, Arti|fact

It’s no surprise that we’re living in the golden age of data. As a human race, we are more data hungry and data literate than ever before. And, nearly every sector across public interest and private business is experiencing a pronounced shift in the way we consume information and data.

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By Greg Heist, Chief Innovation Officer & Jill Heist, Methodologist

Organizations have relied on the steady flow of thoughtful, high-quality consumer opinions for decades. They’ve counted on these mostly anonymous groups of people to assess products, provide feedback on experiences, and share intimate details of their lives.

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By Katherine Ephlin, Chief Operating Officer, Gongos, Inc.

In Part I of Breaking the Ask/Answer Cycle, we covered off on one of the two dimensions essential in creating the two-way ‘bridge’ to help our clients build the capacity and competency to make better consumer-minded decisions – the interactions that occur within the walls of our clients.

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By Katherine Ephlin, Chief Operating Officer, Gongos, Inc.

In today’s world, empowering individuals to bring their voice to research is more important than ever. While the emphasis on the “get” of data is leading us to examine actual behavior, data doesn’t have a voice – it simply can’t articulate why it exists.

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