Most businesses already have more data and research than they use.
But having it doesn’t mean it’s helping.

Consumer intelligence creates value when it’s:

• Based on the right questions
• Connected to real decisions
• Put in the hands of the teams who are making those decisions

The problem is rarely the lack of information. It’s a lack of clarity on what matters, what’s already known, and how to apply it at the right time.

This article is about making better use of what you already have and being more intentional about what you add.

You don’t need more data, you need data where it counts

Most teams are already overwhelmed with dashboards, trackers, and past reports.

Adding more doesn’t help, unless it changes the outcome.

Before requesting new research or digging into more data, teams should pause and ask:

• What are we really trying to decide?
• What kind of insight would shift our approach?
• What’s good enough to move forward with?

Not every decision needs a deep dive.
But every decision deserves to be made with focus and with the best available signal.

From insight as input to insight as impact

Insight is useful when it answers a real business question.

Before running new research, ask:

• What decision are we making?
• What do we need to know to do it well?
• Do we already have it?

Insight is not a deliverable.
It’s what helps you move faster, with fewer regrets.

And when connected to brand direction, it reinforces consistency.
The right insight helps you act without losing focus and adapt without losing meaning.

Thinking consumer-first is a skill, not a personality

Anyone can learn to think with the consumer in mind.
It means:

• Asking better questions
• Spotting assumptions
• Staying close to how people live, not just what they say

This doesn’t require more tools.
It requires more attention and practice.

It’s not about being intuitive. It’s about being thoughtful.

Consistency comes from structure, not volume

To use insight well, teams need:

• Clear briefs
• Simple frameworks
• Repeatable steps
• Shared access to past learning

This isn’t about slowing things down.
It’s about avoiding rework, missed signals, and waste.

Good structure helps people think better, not more.

Final thought

Consumer intelligence is only valuable when it’s used and it’s only used when it’s relevant, timely, and connected to what matters.

To get value from the research and data you already have:

• Ask better questions
• Connect insight to real decisions
• Equip teams to act, not just observe

That’s what it means to use consumer intelligence where it counts.