Charles Vila, the VP of North American consumer insights for Campbell Soup Company, opened the Insight Innovation Exchange in Philadelphia by stressing the need for brands to become “digitally fit”. In an age where digital is reshaping the life of consumers, it needs to reshape the insights role as well. Children are more likely to own a smart phone than a book, Facebook is blamed for 20% of divorces, and over 30% of 18 to 35 year olds check Facebook immediately after having sex. Similarly, digital is changing consumers’ relationships to brands: “Digital is influencing the entire path to purchase–living, planning, shopping, experiencing.

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