Staying close to your customers and understanding the external cultural factors that shape their thoughts and influence what they do can dramatically increase your competitive advantage. Technology enables insights of all kinds, so you must prioritize who you should track, what you want to know and why it offers the most value.

Use technology to understand how prospects and customers navigate through the funnel to purchase, share and recommend your product. This will provide insight and intelligence on how consumer wants and needs may change over time and affect consumption.