Finding the insight

Finding the insight

Tue, 21 Feb 2017

The word “insight” has become one of the great marketing buzzwords of the last decade or so, to the extent that it is now used interchangeably with market research. Unfortunately, this status has had the adverse effect of turning the word “insight” into a meaningless platitude.

 

But here at BrandMatters we believe that true insights are both powerful and precious and at their best, elevate research and data into invaluable business tools. Insights help create a roadmap for decision making, and can transform strategies from pedestrian to inspirational.

So what actually is an insight and how does it translate to business? Well our definition would be that an insight is a penetrating, discerning understanding that unlocks opportunity and inspires growth.

The best insights are fresh and relevant to your needs. They look beyond the surface and endure past the latest trends and fads. But most valuable of all they inspire the future of your brand. Insights can also come in many forms and from a variety of places which is why our approach at BrandMatters is to draw on different sources and research approaches to find the insight.

So how can you tell a true insight vs. a finding?

A true insight goes beyond recording current behaviour; it uncovers the reasons, the WHY behind the behaviour

A true insight looks beyond what is happening now to influencing what might be happening in THE FUTURE

A true insight APPLIES knowledge and judgement to the FACTS

And a true insight is more than just interesting information, it is ACTIONABLE

Now saying that insights are important is easy enough, but how do you actually find the insight?

Here are some tips that can help:

• Be inquisitive. Keep asking why.

• Look at the findings from as many angles as possible.

• Listen to your intuition.

• Above all, understand that good insights take time. Insights rarely come from the first, most obvious conclusion, but need to be thought through, mulled over and refined.

If you would like more information on finding insights for your business click here to download our Guide to Brand Research.

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