Insights vs findings: lessons learned from the trenches
Marsha E. WilliamsBrand & Consumer Insights, Nickelodeon, United States
In reviewing the consumer Insights 2007 call for Papers, and specifically the description of the Demystifying Insights area, I was reminded of a conversation I once had with one of my nickelodeon colleagues, an Advertising Sales Account Executive. We were in Omaha, Nebraska several years ago to meet with a Fortune 500 sales client, and I was to give a presentation sharing insights into decision-making and the changing family dynamics in U.S. households. The evening before the presentation, my colleague and...