With the exigencies of digital, the pressure of a strong competition and the need for industries to always innovate faster, there is a strong need to go further in consumer centricity. At Insightquest, we accompany International as well as local accounts to put consumers’ insight at the core of any business decisions, i.e. at the very beginning of any process: R&D, innovation, concepts, advertising, brand. One number to keep in mind: 76% of any new product launched is being stopped after 1 year. Consumer centricity is a way to manage such a risk. Consumers centricity allows to consider the business potential of consumer targets, based on their motovations, tensions, profiles and customer journey.