Introduction: hit-or-miss consumer insights

Abstract

Hit. In the first decade of the 21st century, Ron Johnson, a Harvard MBA, had built a formidable reputation as a brilliant retail executive. His laser-sharp focus on improving the in-store customer experience yielded rich dividends at Target. It transformed Target from just-another-discount-store to a unique store brand that sells chic yet affordable products. Target became Targé under Johnson’s stewardship. Not just at Target; the same focus on customer experience during Johnson’s tenure at Apple made Apple Stores, including the Genius Bar, a runaway success and one of the most profitable retail outlets in the United States. A similar focus helped him to improve patient experiences and outcomes at a Stanford University hospital.