The way of insight beyond technique: Creating an insights culture to inspire transformation

Vivek Banerji, Takashi Takenoshita and Melissa Dagless

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

The way of insight beyond technique: Creating an insights culture to inspire transformation

Vivek Banerji, Takashi Takenoshita and Melissa DaglessInsight Dojo and Shionogi Limite

Introduction

Great insights always inspire - the serendipitous appearance of something elusive, the feeling of transcendence, and the euphoria that comes with clarity. It seems magical, even if the feeling is for a fleeting moment. But, often this is a rare occurrence, and this experience might not lead to action, let alone transformation. Our contention in this paper is that for perspective shifting insights to appear and inspire effective commercial action...

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