Abstract:

Insights are useful only if they are understood by those who need to put them into action. Yet even the most compelling insights can be 'lost in translation' at different stages of a project when we forget to decode and encode, interpret and translate ideas to communicate them fully to all disciplines involved. Words have long been the common currency of our industry, but we re-looking to non-marketing disciplines to understand what we're missing when we ignore the non-verbal, the power of the senses and their ability to 'translate' insights, ideas and experiences in inspiring and rich ways. As the market research industry seeks to innovate and deliver greater value for clients, we believe that strategic growth lies in leveraging this power of translation. This paper is a guide to going 'beyond words' and hopes to inspire new ways of interpreting and translating insights to enrich the research process.