Back to school with our Insight Academy


This is the third in a four-part series of mini-blogs around our Insight Academy. Today we introduce Module 3 – Getting to Great Insights. Let’s first reference a classic book (or film) that the kids are pretty sure to also love – Charlie and the Chocolate Factory by Roald Dahl.

As you recall, the kids in this story are feverishly hunting for one of the scarce Golden Tickets to Willy Wonka’s fantastical chocolate factory, which is due to re-open after a long-enforced hiatus by its mysterious and enigmatic owner. There are only 5 golden tickets hidden in millions of chocolate bars across the globe.

The search or hunt for a great consumer or end-user insight is not this extreme, however getting to true, fresh and emotionally potent insights is by no means an easy task. Why is this?

Tweetaway pinkTweetaway: How to get to great consumer insights? by @Ash_m_smith via @InSites #mrx #insightacademy #newmr #insight

Don’t fall in the pit!

Well, we face quite a few pitfalls when trying to deeply understand our customers as part of an insighting process and it is highly unlikely that relying solely on certain market research techniques will get you closer to finding that golden ticket.

  • You aren’t your customer – biases can be present when interpreting customer data or behavior (even for researchers).
  • Customers are bad witnesses to their own behaviour – yes that’s right, not everything they tell you is the truth!
  • You are asking questions only – not observing them as part of their complete lives.
  • Not being where they are – its time to talk to customers in context.
  • Not really listening – customers are talking without you even asking questions.

Tweetaway greenTweetaway: 5 pitfalls of your consumer insight management process by @Ash_m_smith via @InSites #mrx #insightacademy

Module 3 – Getting to Great Insights sets out constructive tips on how to avoid these insighting traps. Learn to be a skilled observer and how TUI and Volkswagen zoomed out to learn more. See how Philips discovered the truth about Lighting buyers and why chocolate in the fridge is a bad idea for many! Our Insight Academy Professor, Ashley Smith explains more about what’s in store for you in our Module 3 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 Module 1 – Join the Copernican Brand Revolution and Module 2 – Speaking a common language.

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