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Best Brand Decisions—Consumer Defined

By: Abby Penning
Posted: March 7, 2011, from the March 2011 issue of GCI Magazine.

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Because any insights that might be gained through today’s market intelligence might be old news by tomorrow. “As most companies work two years ahead, building the innovation pipeline is key,” Henderson says. “Ideation sessions are common place for successful brands. We have seen the concept development process increase at a rapid pace.” And in order to keep up with that pace, successful beauty brands need to continue to rely on quality consumer market intelligence to help them reach consumers effectively.

For more on consumer insights, “Marketing Matters” columns by both Liz Grubow and Alisa Marie Beyer are excellent resources. They, along with further discussion on social media, are available on

In addition, please see the March 2011 The Whole Packaging column.

Abby Penning is associate editor of GCI magazine. She previously was the assistant editor for Skin Inc. magazine, where she won a silver FOLIO: Eddie award in 2009.