Springsight or thinsight?

Most companies know that consumer insight is important, but many don't know either how to go about finding one, or what to do with the insights they find.

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...

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