IBM presented the results of a survey involving more than 13,000 consumers in 24 countries, to assess general attitudes - including spending priorities, complaints, information sources for products and services, values of global procurement - which showed that consumers are well aware and demanding, even more online and increasingly less loyal.
In this market context, how important is it to be able to foresee trends and beat competitors? If consumers are becoming less loyal, how can we assess their empathy towards a brand?
