Misconceptions of insights
It ain’t what you do, it’s how you think
Wendy Gordon, Caroline Hayter Whitehill & Nitasha Kapoor Abstract
Insight is an incredibly powerful term but it is wrongly-used, over-used and means different things to different people. And more over it doesn't necessarily lead to ground-breaking actions. This paper will explore:
- What is insight?
- How to uncover it?
- How to use it? A model of thinking that demonstrates that insight is more than serendipitous moments of truth.
- The principles that can be applied to everyday thinking so that insight is no longer thought of as the next big thing, to be abandoned as soon as something more intriguing comes along
Wendy Gordon
Acacia Avenue, UK
Wendy Gordon, co-founder and brand research specialist. Wendy was most recently a co-founder at The Fourth Room and before this co-founded The Research Business International. Wendy is a Fellow of the Market Research Society, a visiting professor at Birmingham Business School and has been honoured by The Women’s Advertising Club of London as one of its ‘Women of Achievement’. Wendy’s second book, Goodthinking – a guide to qualitative research, was published in November 1999. She is a frequent speaker at conferences, teaches qualitative research master classes around the world, and contributes to many industry publications. Wendy has worked with a wide variety of clients, spanning many business sectors and geographies.
Caroline Hayter Whitehill
Acacia Avenue, UK
Caroline Hayter (Whitehill) is a co-founder and strategist of Acacia Avenue. Caroline sits on the Committee of the AQR, where she is responsible for new thinking. She has talked at numerous conferences and was recently one of winners of the 2006 AQR Prosper Riley Smith Award for Research Effectiveness . Caroline is a communications specialist having previously worked in advertising in Hong Kong, Canada and the US .
Nitasha Kapoor
Acacia Avenue, UK
Nitasha Kapoor is a senior researcher of Acacia Avenue, a London-based research and strategy consultancy with a mission to push the boundaries of traditional thinking about how people think and behave. Nitasha started her research career in Toronto, where she pioneered the use of online methodologies. Since joining Acacia Avenue in 2003, her work has taken her all over the world, for clients such as Diageo, Masterfoods, BP, the London Underground and eBay, allowing her to develop new models of thinking about research and its application.
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