The word insight
has become one of the great marketing buzzwords of the last decade or so, to
the extent that it is now used interchangeably with market research.
Unfortunately, this status has had the adverse effect of turning the word
“insight” into a meaningless platitude.
But here at Milestone Integrated Marketing Solutions we believe that true insights are both powerful and precious and at their best, elevate research and data into invaluable business tools. Insights help create a road map for decision making, and can transform strategies from pedestrian to inspirational.
So what actually is an insight and how does it translate to business? Milestone’s definition would be that an insight is a penetrating, discerning understanding that unlocks opportunity and inspires growth.
The best insights are fresh and should be relevant to your needs. They look beyond the surface and endure past the latest trends and fads. But most valuable of all they inspire the future of your brand. Insights can also come in many forms and from a variety of places which is why our approach at Milestone is to draw on different sources and research approaches to find the insight. So how can you tell a true insight vs. a finding?
A true insight goes beyond recording current behavior; it uncovers the reasons, the why behind the behavior
A true insight looks beyond what is happening now to influencing what might be happening in the future.
A true insight applies knowledge and judgment to the facts.
And a true insight is more than just interesting information, it is actionable
Now saying that insights are important is easy enough, but how do you actually find the insight?
Here are some tips that can help:
1. Be inquisitive. Keep asking why?
2. Look at the findings from as many angles as possible.
3. Listen to your intuition!
Above all, understand that good insights take time. Insights rarely come from the first, most obvious conclusion, but need to be thought through, mulled over and refined.
If you would like more information on finding brand insights for your business, as the leading brand consultant in Indonesia, Call us now and we’ll be more than happy to help.