Despite more dashboards, trackers and reports than ever before, many businesses feel strangely unsure when it comes to the decisions that matter most. Teams debate. Alignment meetings multiply. Consumer or customer insight is referenced, but rarely felt. Somewhere along the way, the humans that buy your products or services become an abstraction and are rarely top of mind when decisions are being made.
Ask yourself this:
When was the last time your leadership team spent meaningful time with a real consumer — in their world, on their terms?
For many organisations, the honest answer is rarely — or never.
This distance has consequences. Brands lose relevance. Innovation misses the mark. Decisions slow down or default to what feels safe internally rather than what works externally. Consumer-centricity becomes something organisations talk about, not something they practice.
Consumer Closeness is about closing that gap
At Mingle Connections that is all we do! In 30 years of leading it in organisations of all shapes and sizes our Co-Founder, Morgan Arnell, thought he’d put his thoughts into a short guide.
If you work in the world of brands we’re sure the topic of consumer closeness has probably come up. Maybe it’s got pushed down the list of priorities or you haven’t felt confident enough to drive such activity in your business. We hope this paper can give you the confidence to make a clear business case for making time for consumer closeness and a draw from some of the tools and tips to do it brilliantly.
