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Up close and personal: taking a leaf from the FMCG “book”

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How can you transform customer experience if you don’t understand it? And how can you possibly bring innovations to improve their lives if you have little concept of their daily reality? Consumer market research expert Dr. Christina Sami is emphatic that the only way to understand customers is to get up close and personal with them.

Earlier this year, Sami, founder of UK-based Spice Insight, shared with MiN members, insights pulled...

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