Abstract:

The research industry needs to reclaim its most precious asset–the insight. Unless we produce insights, we are just selling small data. We must brand insight as our product and we can only do this by defining it and distinguishing it from (pedestrian) data and information. As an industry we have so far been bashful about offering up and interrogating our insights. We cannot understand insight without the use and study of real examples. Insights cut through to inspire understanding and action, but we need to show the world how. This session will be all about real life insights–provided by researchers, clients and ad agencies, as well as conference attendees themselves. This is the first ever ‘Insight Exchange’ and we want you all to take part. Examples will be used to inspire us, but also to help us understand how we as researchers can maximise insight generation.