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6/4/2008 Part 1: How Can You Be Demand Driven If You Don’t Know Your Shopper? AMR Research Alert In this first part of our two-part series, we show how CP companies can use demand insights to become market driven. Shopper insights is a new concept. Don’t confuse it with consumer insights, which is information about the person that uses your product, or retailer insights, which is information about the retailer that sells your product to a consumer. It is the third and very important leg of the demand insight foundation of a demand-driven strategy.