Harnessing the 'Four Pillars of Insight' to gain a return on insight

Elizabeth Singleton and Tony Bowden

This paper illustrates how online insight management techniques are supporting the research and planning effort of a spring bottled water company in planning new bottled waters.

Harnessing The ‘Four Pillars Of Insight’ To Gain A Return On Insight

Tony BowdenMarketStream Limited, United Kingdom.

Elizabeth SingletonDanby Windmill Mineral Water, United Kingdom.

INTRODUCING THE MAIN QUESTIONS AND HYPOTHESIS OF THE PAPER

The hypothesis of this paper is that using a diverse set of online research techniques in an integrated manner helped draw a team of experts to work very closely together on a set of new product development research challenges – helping bring each of them out of their ‘silos’ and ultimately to discover a new comfort zone. Our experience is that this process was powerful,...

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