Developing Insights

Getting insights for ad campaigns

Developing Insights

Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.

Simon Blyth and Mark Simmonds, Market Leader, Quarter 1, 2015

This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.

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.

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.

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.

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.

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.

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.



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