Cutting the insight loss
Mark WhitingMarketing Intelligence Services, Moët Hennessy, France
Sandrine McClureRepères, France
INTRODUCTION
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...