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

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...