Tag Archives: insight

what happens to Planning when Insight belongs to the maths geeks?

I was in an agency internal client team meeting recently, talking about some stuff I’d been working on, when someone else in the room piped up with “and the Insight Team have come up with this document that…”.  I was taken aback for a moment – after all, traditionally Planning and Insight are normally pretty […]
Read More »

research report writing – straight from the client’s mouth

I was at a research debrief with an agency recently and the following is more-or-less exactly how the conversation went afterwards: Client: “I really liked your presentation” Agency-and-me: “Erm, thank you” Client: “Because it wasn’t all charts and numbers” Agency-and-me: *crosses fingers that client is being serious and not sarcastic about our report based on […]
Read More »

stereotypes that really do have a place in the creative brief

A work distraction to rival twitter landed on the doormat this morning.  Stable Stereotypes is a collection of pen portraits of the equestrian eccentrics that populate the horsey world, collated from a regular feature in Horse & Hound. Normally, I imagine this wouldn’t be of much interest to the readers of a blog about Account […]
Read More »

great insight isn’t just about what people *said*

I watched the next episode of Mary Portas: Secret Shopper last night.  Not really a good idea because she winds me up, but this week’s focus was on the sofa industry and since one of the agencies I work for has a client in that sector I thought I’d better tune in. What really set me […]
Read More »

don’t just ‘put a planner on it’ – understand your audience first

When my first ever Planning Director was interviewing me for the job, he asked “when was the last time you were on a bus?”.  He had a point. Its all very well for Account Planners and the like to say that they are ‘always listening’ (actually, I think I like that better than ‘always thinking’…), but […]
Read More »

You sometimes don’t know what you’re digging for until you find it

In pursuit of Insight, I’ve tried an awful lot of ways of trawling through desk research. I’ve enjoyed access to experienced desk researchers who come back with 100 pages on everything-you-ever-wanted-to-know-about-air-fresheners and work experience students who think Lexis Nexis is a kind of car.  I’ve also done my fair share of my own desk research […]
Read More »

understanding value

Like many other Planners I suspect, I’ve been pulling together a lot of insight pieces for work recently looking at the effect of the downturn economy on buying behaviour. Since it’s proper paid-for-by-my-employer stuff drawing on all the groups and depths the research team have been doing with mums recently, I can’t really share it […]
Read More »

Quant is dead, long live Insight?

Interesting client feedback via a Research buddy today – one of their clients had apologised for not putting quantitative work their way recently.  He explained that his role was now more about analysing his own customer data and buying in qualitaitive insight than farming out huge ‘how many and how much’ surveys. If we accept […]
Read More »

Team Planndeskqualquanting

  I’ve been thinking a lot recently about Research and Planning and how the two interact as disciplines and benefit from each other.  There’s no doubt that the best Planners have a healthy regard for and understanding of research methodologies and the potential and limitations of research tools.  Its also now widely accepted that the best Researchers […]
Read More »

Information Overload

Is it too easy to get hold of information?  With online news and creative databases, google, technorati and consumer reviews sites like dooyoo all only a mouse click away, its easy to find yourself buried under a mountain of information.  But theres a difference between information and insight.  The nugget that points us in the […]
Read More »