Consumer insight: Probe deeper than in-depth

Giles Lury

When we talk about insight, it's uni-dimensional - the language and tools are about depth. Insight is often defined as 'digging deeper' or 'drilling down'.

Probe deeper than in-depth

Giles Lury

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...

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