Debate and opinion on insights in marketing orientates around three topics. One, whether a business or brand is market-orientated at all, and how it becomes it. Two, how to gather insights. And three, debates about whether ‘insights’ are actually ‘insights’ at all or merely ‘data’, ‘observations’ or ‘truisms’ (and therefore somehow of less value). Enough indeed, for a Chapter each in the not-yet-started-or-frankly-needed, Crow Marketing Text Book.

What isn’t discussed is the utility of your insights. This tends to be assumed, but it would be incorrect to do so. A suite of insights that have been developed or identified for the brand are exploitable in different ways and in different degrees. In effect, insights are not created equal – deciding which to use and leverage is the one of the critical transition points between strategy and action.

Start with the brand positioning: if leveraging the insight creates dissonance with the task of refreshing or reinforcing what the brand stands for, then stop – you’re about to waste effort and resource.

Next, consider whether the insight is emergent – too often, it’s easy to be beguiled by a trend that seems exciting and new, but in fact isn’t scalable – at least not yet. Here, have a watching brief and bide your time.

Conversely, watch for being late to the party, when the words “we have to…” are being used around the business. You may have identified an insight whose time is passing and is beginning to recede. The risk here is that you spend resource on something that isn’t ownable and so doesn’t benefit the brand long term.

Discussing choosing between insights may seem counter-intuitive… after all, there’s an almost unstated assumption that insights are semi-mystical entities only capable of being found when you’re in the bath or when an apple drops on your head – neither of which are particularly likely to happen on a Teams call (at least not with the cameras on). And it isn’t true. Insights can be built and developed through being observant, curious, challenging and testing.

That’s when the real challenge emerges in insight: which will best help me grow my brand?

 

David Preston is founder of The Crow Flies, a research, strategy and innovation company that helps brands find a direct route to long lasting success. For a different take on insights: david@thecrowflies.co.uk; +44 (0) 1889 725670; www.thecrowflies.co.uk; @crowflieshigh. Copyright 2024