Developing Insights

Getting insights for ad campaigns

Developing Insights

Gary Klein, Admap, July/August 2014

This article discusses the value of different types of consumer insight gathering and argues that these should not be lost in the rise of big data.

Joseph Clift, Event Reports, Cannes Lions, June 2014

This report summarises a presentation from creative agency Iris Worldwide at the 2014 Cannes Lions International Festival of Creativity, discussing how planners can use data in smart ways.

Nicolas Chollet, Walther Oettgen and Benjamin Saulnier, ESOMAR, Digital Dimensions, June 2014

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on researching consumers. Key themes include finding insight; using consumer insight; using pre-testing; testing creative in market; and finding the consumer in Big Data.

Preriit Souda, ARF Experiential Learning, Re:Think Conference, 2014
This paper discusses the use of techniques such as network mapping and contextual text mining to understand brand pages on Facebook. Case studies show how these techniques can be useful to marketers to understand their fans, filter topics that concern or attract, devise better communication strategies, understand perception of products and decipher the linkages between, understand impact of competition on your page, and in some cases be able to generate innovation ideas.

Gareth Pugh, Admap, May 2014
This article argues that, when trying to understand consumer purchasing decisions, mixed-methodologies are most successful. In recent times focus group research has fallen out of favour, due to concerns about unrealistic responses and qualitative researchers are developing new methods.

Carola Verschoor and Kees Elands, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses the challenge faced by the market research industry to be more efficient and relevant. In order to achieve this, it is argued that research needs to become a tool for building strategy and be used throughout the creative process.

Low Lai Chow, Event Reports, Market Research in the Mobile World Asia Pacific, March 2014
This event report discusses how three leading brands have leveraged mobile research to deepen their understanding of consumers in Asia. On its part, Coca-Cola found that asking shoppers to keep "app diaries" tracking their daily beverage intake yielded insights that traditional techniques would struggle to replicate.

Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Digital First, March 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.



Developing Insights

Models and approaches for creating a culture of insights


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

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


Generating consumer insight

Practical tips, examples and recommended reading


Quantitative research: Storytelling with numbers

Finding usable insights in the sea of data