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According to new research from academics at IÉSEG, Erasmus University Rotterdam, EMLyon and Ghent University, many companies are struggling to effectively apply the insights they gain from customers to improve innovation. The team interviewed 12 market research executives and surveyed over 300 managers (working in marketing, innovation or customer experience roles) to shed light on the customer insights process, why firms find the use of customer insights challenging, and how they can become more customer centric.