Developing Insights

Getting insights for ad campaigns

Developing Insights


Vanella Jackson, Admap, October 2014

This article challenges the growing dominance of Big Data in describing and predicting customer behaviour, when creative approaches to research can help uncover why consumers behave like they do.


Eric Salama, Admap, October 2014

This article explores the future of insight gathering, calling for greater simplicity and more precise research design to tackle it, and uses a 'stop-start-change' framework to propose change.


Justin Sampson, Market Leader, Quarter 4, 2014

This article identifies some of the drawbacks of big data, arguing that it should actually be called 'device-based data' and that hybrid approaches are the best way forward.


Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.

Nathalie de Rochechouart, Kim Gaspar, Florence Rainsard and Mark Whiting, ESOMAR, Congress, Nice, September 2014

This paper describes the thinking behind, the ambitions for and the challenges faced in developing an actionable and differentiated approach to generating and leveraging insights at Pernod Ricard, the alcoholic drinks company.


Thomas Kelly and Christian Kugel, ESOMAR, Best Paper Overall, Congress, Nice, September 2014

This paper sets out how 'configurable insights' - a customisable data visualisation tool - allows people who aren't from a market research background to present and use data.


Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.


Eric Singler, Françoise Waintrop, Richard Bordenave and Etienne Bressoud, ESOMAR, Best Case History, Congress, Nice, September 2014

This paper demonstrates how the French government used "nudging" to promote the use of digital tax administration and proposes guidelines on the best use of nudge design for optimal ROI.


Vivek Banerji, Takashi Takenoshita and Melissa Dagless, ESOMAR, Congress, Nice, September 2014

This paper illustrates how customer insights helped Shionogi, a Japanese pharma company, launch a new drug in the women's health category in Europe.

WARC RECOMMENDS


WARC BRIEFING

Developing Insights

Models and approaches for creating a culture of insights


RESEARCH PAPER

What's a nice insight like you doing in a concept like this?

Why you shouldn't waste time on poorly-articulated concepts


BEST PRACTICE

Generating consumer insight

Practical tips, examples and recommended reading


ARTICLE FOCUS

Quantitative research: Storytelling with numbers

Finding usable insights in the sea of data