Abstract:
If you are part of a client-based insights' team, have you ever asked yourself how many insights you have generated in the last twelve months? Or if a colleague asked you to give them a list of those insights, would you be able to?If these questions seem somewhat fatuous, reducing the 'intellectual property' of insights to the equivalent of 'manufactured goods' that can be stacked and counted, there nevertheless lies behind them a very serious point. What happens to insights when the 'aha' moment has passed and the attention of the team moves on to other subjects? How can we ensure that insights continue to influence our actions over a longer period of time?
This could also be of interest:
Research Papers
The way of insight beyond technique
Catalogue: Congress 2014: What Inspires?
Authors: Takashi Takenoshita, Vivek Banerji, Melissa Dagless
Companies: Insight Dojo, Shionogi
September 10, 2014
Research Papers
Insight simplicity
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Sangeeta Gupta, Andrew Vincent
Company: PepsiCo
March 20, 2011
Research Papers
The case of the elusive insight
Catalogue: Consumer Insights 2007
Authors: Achala Srivatsa, Shashikala Raj
Company: Nielsen
May 7, 2007
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)