How to deliver consumer insights

Merry Baskin
Baskin Shark

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.

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Where to start | How to get consumer insights | Processes and tools | Further reading

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.