Business executives are often disconnected with their consumer base. Here's how to bring them back.

Senior executives are layers removed from the people who buy their products everyday and it’s not uncommon to find a significant number of senior executives lacking a current and well-rounded understanding of the needs and behaviors of the people they’re in business to serve. Executives often pay little attention to annual research presentations (that cost millions of dollars a year) and often don’t act on the information they’re given. They operate from significant misconceptions, dated information, personal bias and long-held myths about consumers. This big disconnect can lead to poorly informed strategic planning, misfires on product development and investment allocation. Executive team members can benefit significantly in their individual functional areas by putting their consumers first and getting to know them in a deeper and more dimensional way.

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