Media Planning Toolkit: Developing insight for comms planning

Tony Regan
Brand Performance

Traditional media agencies may have had a research specialist but insight is a collective responsibility, led by planners and strategists as much as by insight teams.

As media agencies' offer has shifted from media planning to comms planning, and as the touchpoints and channels used by people have expanded exponentially, how has the insight discipline kept pace?

The explosion in data sources has only accelerated the importance of insight as the way to cut through all the data – 'the more you have, the more lost you are'. Whether described as a data trail (hints of Hansel and Gretel) or digital exhaust (polluting and fog-making), the easy availability of countless data sources is making insight more necessary.