Too Long; Didn't Read
The power of consumer insights drives businesses forward.
Most companies and people involved in marketing innovation believe they use insights.
They refer to being insight-driven and consumer-focused, but what is an insight really, and how do we know we've got a good one?
An insight entails these three Ws:
What is my customer doing?
Why are they doing it?
And Wow! The marketing campaign is not based on my gut feeling.