Abstract:
Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut through the confusion showing that insight is an extremely valuable concept and one that should not be debased by sloppy thinking or methodological over-claim. Instead, a simple model of thinking can be used to ensure that the outcome of a project or process has a powerful influence and is highly valued by the end users.
Research Papers
Making insights count
Catalogue: Congress 2011: Impact
Authors: Barbara Langer, Roger Banks
Companies: Incite Marketing Planning, eBay
September 18, 2011
Research Papers
One part resonance, one part edge
Catalogue: Innovate 2010: Innovation Detonation
Authors: Federico Trovato, Alex Batchelor
Companies: BrainJuicer, Philips International
November 16, 2010
Research Papers
Racing past the barriers
Catalogue: Congress 2007: Excellence
Authors: Poonam V. Kumar, Prasad Narsimhan
Company: KANTAR TNS Malaysia
September 19, 2007
