Blogs by Heather Kluter


  • Knocking off the Rust

    Life feels like it may be returning to normal.

    How do we dust off our rusty social skills? ‘Social rust’ is to be expected after dealing with the uncertainty of the pandemic. Activities that we never thought twice about may now feel awkward or anxiety-inducing. Even those who are willing to step back into live social situations may still want to adhere to some social boundaries.


  • Customer Loyalty

    Understanding the experience consumers have with brands is more important than ever, especially when attempting to get them to return to an abandoned brand and stick with it.

    Traditionally, brands that win have always placed customer experience before everything else, but now understanding the changing, lasting expectations of post-pandemic consumers is more important than ever.


  • 13Aug

    From Marketing Researcher to Innovation Strategist: Heather Kluter discusses how marketing researchers are thinking more like innovators than they are like researchers.

    Anyone can be innovative―it’s not just for the creative geniuses in the company. Anyone can be ready to break down walls, and can have a major impact on the growth and innovation in a company’s culture.
    View Transcript

  • 1Jul
    Consumer Driven Innovation by Heather Kluter

    Heather Kluter, Senior Vice President, discusses how setting up a Consumer Driven Innovation process can fuel a new product development pipeline.

    She discusses using Innovative consumers, trend tracking, exploring channels of influence and looking outside your industry for ideas can help feed your new product pipeline with consumer-centric ideas and concepts.
    View Transcript

  • 12May
    Business World

    In this tumultuous time many businesses are seeing their teams pulling together and connecting in ways they never have before.

    This sense of being “all in this together” is allowing employees to be more of their authentic selves at work. They are now free to admit and share that they are juggling a lot – kids, pets, friends, partners, and general stress. With newfound empathy for each other, companies are reporting a heightened level of team collaboration that has not been seen before COVID-19.

  • Siloed Work Style

    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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