‘The customer is front and centre’: How insights got a seat at the table at Morrisons
The insights function at Morrisons has gone from “knocking on the door” to being a key partner, as the supermarket prioritises a customer-first mindset.
Morrisons’ insights team once felt like they were “knocking on a closed door” when it came to having any great influence in the business.
Customer engagement had always been a strategic priority for the business, explained senior insight manager Launa Senior at the Market Research Society’s Annual Conference last week (11 March), but it wasn’t the “thread” that connected everything together.
“The insight often sat in silos and was used as a review piece rather than a guide,” she told attendees.
