Digging for Gold

Digging for gold: How to select those consumer insights that will change your business

The quest to uncover high-potential consumer insights to drive marketing innovation is not new within the wider marketing community. For some time now many consumer (and even B2B) companies have engaged in close to customer programs. These insight activation processes can easily lead to dozens of insights that can all serve as a springboard for marketing innovation. However, in the current commercial marketing environment, dollars are not limitless, so a selection of insights with the highest potential is becoming more crucial.
In this paper, we will explain how insight validation can help identify the insights with the highest innovation, activation or branding potential and uncover the why behind an insight’s score

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