Key topics in this paper include:
Finding insight, including the tools and teams you need for success.
How to gather and use insight, including online research, neuroscience, ethnography and social listening.
Using pre-testing to gauge creative success, including the predictive powers of pre-testing research.
Testing creative in market, including how to determine the on-going effectiveness of ad campaigns.
Finding the consumer in big data, including the need for a data-driven culture throughout a company.
Insights, in marketing parlance, are predictors of consumer behavior. And an insights practice involves, on one end, research into the customs...