Heads Up Group Blog Are you looking through the right Consumer Lens?

Are you looking through the right Consumer Lens?By Cathy WilliamsonAs Marketers, we set out to delight our target consumers -- a noble goal. But what isn't so noble is to make too many assumptions as to how to do it. One thing that helps is to consciously determine which Consumer Lens to look through - or how a variety of lenses will give an even clearer picture.We have lived through programs that have been executed without fully understanding the consumer. Lessons learned, too late. Like when Coke re-formulated itself to compete against Pepsi without understanding the meaning that consumers placed on the Brand. Disaster.