Back to school with our Insight Academy


To coincide with the kids going back to school, this is the second in a four-part series of mini-blogs around our new Insight Academy. Today we introduce Module 2 – What is an insight.
Well the kids are probably pretty exhausted right now, dealing with all the excitement of a full week back at school! Kids are also busy learning rules or how to speak a common language around mathematics, grammar, science – to name a few disciplines. These rules are important to provide structure and a common way of talking to each other and learning.

I said “do ya speak a my language“?

(‘Down Under’ Men at Work, 1982)
Module 2 – ‘What is an insight’ proposes that companies need to have a better common language around the use of the word ‘insights’. How do you or your business colleagues define a consumer or customer insight? Probably different people and functions would come up with different answers! It’s clear that in our industry there are multiple ways to talk about or define an insight.

Tweetaway redTweetaway: How do you or your colleagues define a #consumerinsight? by @Ash_m_smith via @InSites #mrx #insightacademy #newmr #insight

We see too many cases of observations or facts ‘dressing themselves up’ as a real customer or consumer insight. Until we understand why people are doing things, we cannot hope to solve their issues or meet their aspirations in a meaningful way. We risk creating solutions to problems that are not fully understood.
Even a quick glance at a dictionary definition of insight alludes to phrases such as intuitive understanding and underlying truth, which suggests we need to dig beyond surface level observations or facts (yes even beyond big data!).

Even the cool kids love insights

Module 2 presents our own InSites Consulting formula for an insight, which it set up through a reflection on all the things an insight is NOT. We introduce the notion of emotional motivation. Is your insight referring to a scenario that your customer is truly motivated to hand over hard-earned cash to solve?
Ingredients of a strong consumer insight
You will discover how cool tech companies like Dyson, Netflix and Spotify also place consumer insights at the heart of their product propositions as well as tips on how to choose which insights are the right ones for your business or brand to activate.
Our Insight Academy Professor Ashley Smith explains more about what’s in store for you in our Module 2 Classroom.

Meet our Insight Academy

The kids are learning again, perhaps it’s time for you and your organisation to enter or re-enter the scholastic space around customer centricity and being insight-led!
Our Insight Academy is a scalable, blended (online & offline) and modular training program to teach you the ins and outs of insights. Why do we need to be relevant and insight-led? What’s an insight? How do we find and write the great ones? How do we create real impact by turning these golden insights into action?

Tweetaway orangeTweetaway: Meet the #InsightAcademy by @InSites, a phygital modular training program on consumer insights by @Ash_m_smith #mrx #newmr

Wish to become more customer-led and improve the competence level of insights in your organization? Let’s talk about the Insight Academy!
This blogpost is part of a mini blog series on the 4 modules of our Insight Academy. Check out part 1 – Join the Copernican Brand Revolution and part 3 – The hunt for the golden ticket.

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