Cutting the insight loss

Mark Whiting
Marketing Intelligence Services, Moët Hennessy, France

Sandrine McClure
Repères, 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 'aha' moment has passed and the attention of the team moves on to other subjects? How can we ensure that insights continue to influence our actions over a longer period of time?