What is insight?

Our view on insight is:

A

Insight does not exist out there in the market, ready-made and packaged, it needs to be discovered through research.

B

Insight is generated in collaboration with the market through flexible discovery.

To generate insight on your brand you need to answer the following:

  • How well do you know and understand your market?
  • What do you currently know?
  • Can you translate what you know into actionable insight that inspires growth?
  • How well do you know and understand your target consumers?
  • Their passion points?
  • Their pain points?
  • How does your brand fit in and/or live in their world?
  • How well do you understand changes, trends and emerging themes in your category?
  • Are you clear on marketing needs and how best to address current and evolving needs?
  • How are decisions made in your category?
  • What are key decision drivers and influencers?
  • What drives purchase and usage behaviour in your category?
  • How is your brand perceived vs. competitors in the market?
  • How relevant are your brand propositions?
  • How relevant is your global brand positioning to the SA market (where applicable)?

Jason Curtis, November 23, 2015