How to deliver consumer insights
This Best Practice paper, is an updated and revised version of Merry Baskin's 2010 paper, Consumer insight. Merry Baskin is founder of the planning consultancy Baskin Shark and a frequent contributor to Warc.
Where to start
Insight is usually pegged to the word 'consumer', but there are myriad kinds of insight in our industry – business, media, product, brand, strategic and competitive, just for starters.