Blogs by Heather Kluter


  • Avoiding Type 1 Error

    At the start of my career, I worked with the a top home builder. I joined the marketing and product development teams. When I had been there for about a year, an executive from a CPG manufacturer joined the company and brought much needed knowledge. He commented on our work style – like dogs, we were butts up, diggin’.

    Cross-functional collaboration aren’t just nice to have. They are critical to success in today’s environment. Here’s why traditional, hierarchical org structures don’t work.


  • Brand Strategy

    What was your day like?

    You thawed out tonight’s meal from Home Bistro, digitally ran errands on Amazon, put on your outfit from Stitch Fix. If you hadn’t noticed, you’re pretty entwined in “the Subscription Economy.” Business is shifting swiftly, and the way people consume your goods and services has changed—some say in a permanent way. Challenge yourself to come up with a business that can’t be turned into a subscription.

  • 2Jan
    Upping Your Innovation Game by Heather Kluter
    Automotive Innovation

    Innovation means different things to different people, and so the notion of instilling innovation in your company can be vague.

    Through working with numerous companies, large and small, I’ve seen that encouraging learning and discovery can often be the best way to start if you want to create a culture of innovation. When thinking about encouraging innovation based on customer insights, a couple of aspects to keep in mind for increased learning and discovery follow.


  • Dig Data

    Coming up with and developing great product ideas can be a daunting task.

    Additionally, how can a marketer know that an idea is really “great” and will be talked about by auto shoppers and enthusiasts? These are the issues that face new vehicle product developers everywhere.

Contact Decision Analyst

Heather Kluter ( is a Senior Vice President, Automotive Research at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166.


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