For many years now, companies have been seeking to understand the views of their customers by asking them for direct feedback. Market research, in the form of interviews or focus groups, has tried to understand customers’ wants and needs. And who has not sighed as yet another recorded voice informed

Organisations across the globe are caught in the midst of a digital revolution – one that has sent shockwaves rippling through every industry. Business leaders recognise the scale and pace of change: 68 per cent of executives surveyed by Accenture say that they expect their industry to be significantly disrupted