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DATA FOCUS: Customer insight

How to really understand your B2B customers 

We used to use phrases like market research and customer data. Now that 'customer insight' has become a buzzword, it implies that we used to not really understand our customers. Even if we had plenty of information about them, whether from market research or customer satisfaction surveys, from our salesforce or distributors, from our customer database or – today – from what they tell us through our website, did we really bring it together to achieve 'true insight'