Lorem ipsum dolor sit amet, consectetur adipiscing elit ut aliquam, purus sit amet luctus venenatis, lectus magna fringilla urna, porttitor rhoncus dolor purus non enim praesent elementum facilisis leo,
three s to help insight about consumers more effectively. I just joined a discussion with some cilents in poland. The workshop was led by pavel ciacek and ranged from the big picture to the concrete, but when it came to how to make data more meaningful, three things stood out. three s to help insight about consumers more effectively I just participated in a discussion with some clients in Poland. The workshop was led by pavel ciacek and ranged from the big picture to the concrete, but when it came to how to make data more meaningful, three things stood out.
I once remarked in an article that cultural fragmentation is weakening the power of brands, and can also reduce the power of consumer research. One of the guests participating in the discussion said that human behavior is less and less consistent than it used to be. We can no longer assume with certainty that people will buy a particular brand simply because they can buy other similar brands.
Perhaps this is why we agree that, to use insights effectively, it is very important to use many different data sources (Sources). Today, you can’t just rely on one data source and expect to know everything from it to solve a particular problem. Instead, it requires multiple data sources that provide different perspectives and help derive real insight; An insight changes our understanding and helps us identify how to change things to our brand’s advantage. We also covered the fact that data from social media can be a useful source of insight, but discussions can be difficult to interpret (and never even think about analyzing).
The second S is Story. When insight is found from many different data sources, it also requires a general understanding. An understanding can bring different points of view and create compelling stories. A story has a clear beginning and end, and captures the consumer’s attention from beginning to end. In this regard, we all agree that more interaction between client and agency is needed if the story is to be convincing. Spending more time discussing the findings before the presentation will help ensure that the recommendations from the research are relevant and workable.
The last but equally important letter S is simplicity. In my opinion, simplicity is an important thing in marketing and consumer insight. Even if people’s ability to focus on a topic doesn’t change — Millennials have an attention span of less than a second (if so, how can they watch Netflix?) — conciseness and simplicity Simplicity helps ensure that people focus on recommendations and motivates them to take action. One client in the group mentioned a presentation from the Czech Republic Kantar office. In that presentation, the findings were presented on posters, not PowerPoints, and made an indelible impression on those who attended.
Clearly, Sources, Stories, and Simplicity can help uncover more inspiring insights. Do you think there are other factors?
