Springsight or thinsight?
Mark SimmondsInsight and Idea Development
Innovation without insight is failure. The Apple iPhone, Tesco, Nintendo Wii, Innocent, Jamie Oliver, X Factor are all winners because they are firmly rooted in customer insight. A large number of international brand-driven companies understand its importance and have undertaken programmes to upskill their marketers. However, participants on workshops that I run often confront me with the slightly sobering question: 'I know that insight is really important, but how do I know when I have found one'!?
A typical insight definition generally contains two core elements. For example, 'A...