Abstract:

The work of a market researcher can be a truly Sisyphean task: you conduct your project, craft your insights, present them to marketers, only to be confronted with similar research question months later. You're back to the bottom of the hill. That is because the consumer insights which could guide brand strategy in a meaningful way are not yet used sustainably. The Salon Insight Compass is PBI's and KAO's attempt to change this: a toolkit which renders insight into the departure point for all marketing and innovation activities while providing inspiration and clear guidance in an application-focused format. PBI and KAO are going to shed light on the SIC in theory and practice, and on whether it has helped our Sisyphus to live happily ever after.