Probe deeper than in-depth
Too much insight is based on one-dimensional data and needs to be broadened through informal feedback and intuition
Is the current focus on insight identification in danger of becoming one-dimensional?
There is no doubt about the importance of insights and their role in just about every aspect of branding and marketing. From positioning to innovation, from customer service to communication development, insights help to shape what brands do.
However, it seems that when it comes to insight, it's uni-dimensional and it's all about depth – all of the language, the metaphors and even the...