Marketers chase an elusive prize—the consumer—across the globe and through a bewildering maze of channels. Without a profound knowledge of the challenges and choices consumers face, marketers will not have the information they need to survive in the global marketplace.
What can CSI do for you?
McKinsey’s Consumer and Shopper Insights (CSI) group can help discover critical insights about your customers – and then work with you to translate those ideas into profitable action.
CSI uses a distinctive, collaborative approach to discover new opportunities. By combining our own experience and proprietary datasets with that of our clients, we can determine what information is needed and what actions should be taken. When gaps are identified, we can bring to bear a broad portfolio of tools and techniques, such as needs-based segmentation, ethnography and semiotics.
Transforming insights into success requires judgment, experience, and vision. McKinsey CSI is uniquely capable in this regard, and can work throughout the organization, from the board room to the front line.
How do we work?
McKinsey has established several industry-specific panels and longitudinal databases that can help to identify emerging trends and address specific business questions. Examples include our small/medium business, wireless telecom, and China consumer panels as well as physician opinion leader panels in different therapeutic areas. These databases allow us to understand industry and consumer dynamics in a profound way.
Our unique capabilities include predictive consumer models, ethnographic interviewing, and field research. (Many of these techniques can be left behind and used by our clients after the engagement ends.) We also produce proprietary research and databases of unrivalled quality and depth.
McKinsey CSI can respond to your needs quickly and effectively, offering rapid-action support and on-call guidance. We can also build capabilities within your organization, with services ranging from formal training to executive shadowing.
Who are the people behind CSI?
McKinsey's Consumer and Shopper Insights team draws on the capabilities from around the firm, particularly in the Retail, Consumer Packaged Goods and Marketing & Sales practices. CSI is a cornerstone of the broader Marketing & Sales Practice, partnering with clients to provide access to McKinsey's insights centers around the world.
Our CSI experts work in specific business sectors and collaborate closely with our industry-focused colleagues. Every year, approximately 70 CSI experts, based in offices around the world, work on more than 500 engagements. In addition, we can call on the full range of McKinsey resources, including the McKinsey Global Institute, our macro-economic research group, and other industry practices.
Visit our leadership page to learn more about who we are.