This course focuses on methods to uncover consumer insights and their application in business decisions. This course has worked with dozens of projects with us over the past 8 years. Successful projects have involved specific consumer insights-driven questions tied to overall strategic challenges. For example, a hotel chain looked into trends among millennials travelers and how it could best acquire that customer segment. We also had a major home improvement retail chain work with the class to create a more seamless flow between the online shopping and in-store shopping experience. Both projects focused on understanding consumer behaviors and attitudes to develop solutions to ongoing problems.