Insights vs findings: lessons learned from the trenches

Marsha E. Williams

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.

Insights vs findings: lessons learned from the trenches

Marsha E. WilliamsBrand & Consumer Insights, Nickelodeon, United States

INTRODUCTION

In reviewing the consumer Insights 2007 call for Papers, and specifically the description of the Demystifying...

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