It ain’t what you do, it’s how you think

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next.

Insights: it ain't what you do, it's how you think

Wendy Gordon and Nitasha KapoorAcacia Avenue, United Kingdom

INTRODUCTION

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse,...

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