About Author

Karen Spear

Karen Spear, Author at Inside FMCG

The age of transformation

Karen Spear on what brands and retailers need to consider in order to drive change.

Lo-fi testing driving customer engagement

Karen Spear on how lo-fi testing can lead to a better understanding of customer behaviour.

Collaborative customer journey mapping for retail success

The rise of omni-channel has seen a parallel increase in co-created customer journey mapping to develop innovative strategy, writes Karen Spear.

Psychographic profiling and brand contextualisation

While psychographic profiling is not new, the function is evolving, says Karen Spear.