Making insights count - Using journalistic principles to deliver meaning and impact to eBay’s business

Barbara Langer
United Kingdom

Roger Banks
United Kingdom

INTRODUCTION

The purpose of this paper is to introduce a new way of delivering insights – both verbally and in writing – using tools unashamedly borrowed from the world of journalism. The authors will argue that the application of journalistic principles to the communication of insights can deliver significantly greater impact to clients’ businesses than current methods of delivery.

THREE REASONS TO LEARN FROM THE WORLD OF JOURNALISM

We will show that researchers have a lot to learn about communication for the following three reasons:

  • Clients are currently dissatisfied with the impact that research has on their business.

  • There is a need for agency researchers to focus more sharply on the synthesis of ideas and the structure of their documents.