Here’s something of what it takes to get close to your consumers...

‘Consumer Closeness’ means being immersed in their thinking

‘Consumer Closeness’ means placing them at the development core

‘Consumer Closeness’ means engaging with them and staying engaged

‘Consumer Closeness’ means listening full time

‘Consumer Closeness’ means finding new ways to hear

‘Consumer Closeness’ means understanding when they don’t

‘Consumer Closeness’ means trusting in them and acting on their advice

‘Consumer Closeness’ means investing time and money in them

‘Consumer Closeness’ means persuading others to listen to them

‘Consumer Closeness’ means being prepared to be wrong