IS IT OR ISN'T IT AN INSIGHT?
Consumer or customer insights remain as topical among marketers as ever. This is no doubt due in large part to the challenge of finding legitimate insights the brand and agency can actually leverage in its creative communications development process. Unfortunately, many creative efforts get underway without real insights, substituting things like Facts, Needs, and Accepted Consumer Beliefs for the real thing. This week we take a shot at differentiating harder-to-find-and-articulate Insights from these easier-to-come-up-with pretenders.