building
an
insight
machine
In many organisations, the Insight or Research Department is expected to deliver insights like bullets from a gun.
Imagine a business where everyone responsible for the brand has a common definition of great insight and the skills and tools to generate them at will.
Most of the time the insight issue is not one of missing information (though we see that as an excuse), it’s one of mindset.
We start our insight programmes by building Insight Hunter mentality before then guiding teams through a rigorous creative process with tools that they can use and re-use at will. And we do that with live ammo – real business issues and real business teams.
