The key challenges of consumer insights
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In the Podcast (below), Sue Frost likens an insight to a diamond which needs to be identified in the ‘rubble’. In this analogy she implies that an insight needs to be ‘found’, ‘recognised’ when it is in front of you – and ultimately also ‘polished’ in order to reveal its true ‘value’. Thus, as a programme committee, we have focussed on three key areas in selecting the excellent papers for the ESOMAR Consumer Insights Conference 2007: Definition, Identification and Action! These are also the domains in which we see the strongest challenges in the industry. In this blog we would like to ask you to contribute to this discussion. |
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Podcast with Sue Frost (16 minutes) |
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Where do you see the major “insight challenges” facing us today?
How do you see the industry, companies or individuals addressing these challenges?
What questions or comments do you have around the three key thematic areas of the conference?
- How can we evolve the definition of insight?
- What are the tools for identifying insight? How intuitive is insight recognition really?
- How do we ensure that insight is followed by action?
Our vision for the conference is to take the idea of insight, to explore, to continue to understand, to shake it up a little, to criticise and to inspire. And we would like to invite you in this blog to start a dialogue which will continue throughout the conference.
KEEP ME INFORMED |