Sensing and Shaping Consumer Demand in the New Normal
Rapidly evolving consumer tastes, preferences, and expectations is not novel. The novelty, though, is the acceleration of evolving preferences due to COVID-19. To stay abreast, consumer brands need to constantly sense the evolving consumer preferences and competitive landscape to guide confident decisions. Developing an agile capability that enables brands to accurately sense this evolution and subsequently shape the demand in a continuous, timely loop will provide a competitive edge.