Gartner Research

Amplify Customer Demands for Innovation With Active Listening and Personalization

Published: 08 August 2018

ID: G00366108

Analyst(s): Michael Shanler, Michelle Duerst, Stephen Smith, Ellen Eichhorn, Mike Walker


"The customer is always right" originated in the early 1900s, but it has a new meaning today as industries seek to engage customers early in the innovation process. CIOs must invest in social analytics, market research and personalization technologies as part of a harmonized digital platform.

Table Of Contents
  • Key Challenges



  • Know Your Customer
  • Direct Engagement
    • Amplify the Voice of Your Customers
    • Explore Personalization as a Profitable Test Market
    • Use the Wisdom and Wealth of the Crowd
  • Indirect Engagement
    • Subscribe to Market Research Data as a Service
    • Identify Emerging Trends With Social Analytics
    • Apply Artificial Intelligence to Model Potential Scenarios

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.