Who exactly is your customer? More importantly, how do you know?

A solid insights strategy powers better decisions, sharpens targeting, fuels innovation, and sets your organization up for success. But too often, insights are sidelined as a 'nice-to-have' function, stripping organizations of their competitive edge.

Leveraging her extensive experience in building insights functions from the ground up, Deborah Walker, Director — Consumer Insights at The Michaels Companies, Inc., helps move the insights function to where it truly belongs — the ‘must-have’ category. She joins us to delve into her successful five-step program for establishing and enhancing this critical function.

We also discuss:

• Why insights professionals should be at the forefront of decision-making
• The power of taking a “MythBusters” approach to insights work
• Strategies to tackle analysis paralysis and unlock powerful insights