Passing competition usually starts with a high-value insight, but more often than not that comes with a hefty price tag and a long lead time. Linda Ashbrook, senior manager consumer insights at Taco Bell, shares how The Bell leverages cost effective social media outlets, like Facebook, to gain relevant consumer insights on a daily basis. Whether it’s feedback on product innovation or testing the limits of the brand, Taco Bell goes straight to their customer for fast and honest reactions that help steer the course for category dominance.